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Pinterest launches live shopping via Pinterest TV

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Dive brief:

  • Carve out a market share from the buyable livestream, Pinterest Friday introduced Pinterest TV, a series of live, purchasable episodes featuring content creators. Every Friday, the social media platform will facilitate exclusive, live releases of products like Allbirds, Crown Affair and Outdoor Voices.
  • Starting Monday, Pinterest will post new episodes every weekday at 6 p.m. EDT, with each day focused on a different category, and save them for users to watch on demand via iOS and Android. The social network is also setting up a virtual studio where Pinterest producers work with content creators on program development, according to the announcement.
  • The creators of Pinterest TV can tag products that viewers can purchase, as well as access other tools, including a product drawer with product prices and details, product drops, and brand collaborations, and a module to offer time-limited discounts. They can also show how many items are left during the show, according to the ad.

Dive overview:

Pinterest enters the live commerce craze with the launch of Pinterest TV. The shopping video series will feature weekly episodes from top designers including “Tom Tries” with Olympic Gold Medalist Tom Daley, “Manny Does” with Beauty Entrepreneur Manny MUA, “Christian On” with Creator of Christian Siriano fashion and a QVC style show called “Buy This” with actress Robyn Schall.

The shows cover a variety of topics. For example, Siriano will highlight the most searched fashion terms on Pinterest, while Daley will learn new skills from grandparents and trade craft secrets every week. Pinterest noted that some creators participating in the Pinterest TV pilot project more than doubled their subscribers after hosting an episode on the platform.

Outside of its new live-streaming effort, Pinterest has been touting itself as a buying platform for some time. This year alone, the platform added a shopping list function which allows users to register products and receive price drop notifications, AR test tools and purchase recommendations for Idea pins, and more monetization tools for creators.

Pinterest isn’t alone in continuing to shop online. The livestream market is expected to reach $ 25 billion by 2023, according to Coresight Research, and established companies like Facebook, Nordstrom, Macy’s and QVC have all made efforts in space. Livestreaming is also on the rise a collection of startups dedicated to the chain, including Popshop live, Shelf, Talkshoplive, Verishop, Ntwrk and Boutique.

Rumors have recently circulated that PayPal will acquire Pinterest, but in late October the payment company said so. does not pursue an acquisition after all.


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