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Pinterest to launch 'buy' buttons

Jessica Guynn
USA TODAY
Pinterest market researcher Paul Pattishall works at his desk at the office in San Francisco.

SAN FRANCISCO — Pinterest is cranking up the moneymaking machine with its first major e-commerce play: adding "buy" buttons to its mobile app.

The company made the announcement Tuesday that it's launching "buyable pins" during a media event at its San Francisco headquarters.

The pins, essentially buy buttons, let users make purchases inside the mobile app. The buy buttons will roll out on iPhone and iPad in the USA later this month, Pinterest said.

Buy buttons are a growing trend, with Google confirming it's preparing to launch its own. In her most recent report, Internet prognosticator Mary Meeker predicts buy buttons will become pervasive.

Pinterest, which is valued by investors at more than $11 billion, is banking that its users want a quick and easy way to buy things they discover on Pinterest.

According to research from Millward Brown, 87% of active "Pinners" say they have bought something because of Pinterest.

Users will see a bright blue "buy this" button next to the red "pin it" button in the mobile app. Purchases can be made with a credit card or Apple Pay.

More than 2 million items will be available for purchase from the outset. Retail partners include Macy's, Nordstrom and Neiman Marcus as well as Ethan Allen and Jo-Ann Fabric and Craft Stores.

Users will be able to select size and color in the app and the merchant will ship the product.

Pinterest also has "promoted pins" which are essentially advertisements for products featured on Pinterest.

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