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The Shop Tab on Pinterest functioned as a specific section within a business’s Pinterest profile, designed to showcase its array of products. The tab was linked to a business’s product catalog, allowing them to neatly categorize their offerings and present them to the Pinterest community.
The primary goal of this feature was to streamline the shopping experience on Pinterest, making it easier for users to browse and purchase products directly from businesses they were interested in
In a surprising shift, Pinterest has decided to discontinue the Shop Tab from its platform. After thorough testing and evaluation, Pinterest has eliminated this feature entirely. Despite this change, businesses can still promote their products through other features on the platform.
The Disappearance of the Shop Tab
My realization the Shop Tab was missing was during a routine review of one of my client’s Pinterest accounts that I noticed the Shop Pin was absent.
Initially, I presumed it was a consequence of a violation of Community Guidelines, but upon thorough examination, I found no infringements. Consequently, I decided to reach out to Pinterest for an explanation. Here’s the response I received.
Pinterest Customer
Operations (Pinterest Business)
May 3, 2023, 12:09 GMT-11
Thanks for contacting Pinterest support.
Please note that Pinterest has decided to remove the shop tab from all business profiles of all accounts. It means there has been a change in the profile specifications.
We totally understand the impact of this update we decided, we keep doing our best to improve our products and services and we look forward to bringing you more features that make shopping more seamless experience on our platform.
If you would like to feature product Pins on your business profile, we recommend that you:
● Tag products on the Pins you have created. Pinners show 70% higher shopping intent on product Pins tagged in scene/brand images than standalone product Pins.
● Create a board with product Pins. Pinners can navigate to the saved tab on your business profile and explore these Pins
The vast majority of product Pin impressions come from the three main surface areas of Pinterest: Home feed, Search, and related Pins, so the impact on impressions from this update will be kept minimal. However, we are aware that it will nevertheless cause inconvenience to our merchants – albeit a temporary one. We hope the new features to come will bring increased value to Pinners and merchants alike.
Thank you for your understanding and please feel free to let me know if you have any questions.
I wish you a great rest of the day.
Thanks and regards,
Ronald
Pinterest Customer Operations
The Shop Tab on Pinterest, once a staple feature for businesses on the platform, is now no longer visible. This change came about after Pinterest conducted a thorough review and decided to remove the tab from their platform altogether.
Starting from April 18, 2023, the Shop Tab has been phased out from business profiles.
Implications for Shopping on Pinterest
Even with the elimination of the Shop tab, there are still abundant opportunities for Pinners to discover and purchase your products. Products will continue to be displayed in Home and Search Feeds.
Pinterest is also exploring the option of testing hosted checkouts on the platform itself.
The removal of the Shop tab does not significantly affect the discovery of products, as the typical user behavior does not involve seeking out a brand’s Pinterest profile and toggling to the Shop tab.
Instead, most Pinners discover products through their feeds, a feature that is staying the same. They also save Products Pins and create “Shopping Lists” directly on Pinterest.
Next Steps for Merchants to This Change
Given these changes, merchants should monitor the performance of their Catalog and the health of their Pinterest tag. This change may impact your current feed-based ad campaigns and the performance of your Product Pins.
For instance, some merchants have observed issues with their Catalog-based retargeting campaigns due to reduced audience size.
Additionally, it is crucial to check for any issues with the Pinterest tag and rectify them promptly to avoid any losses on Paid campaigns and organic Product Pins.
Embracing Change
Pinterest is a platform that is continuously evolving. While there have been no significant changes since the release of the new Pinterest Trend Tool, it is crucial to remain vigilant.
By keeping a close eye on your account, you can adapt your Pinterest strategy as needed and preemptively address any issues.
Can Pinners still find my products?
Absolutely! In fact, most Pinners probably never used your Shop Tab, to begin with. They typically discover your products in home feeds, search feeds, related products, etc.
Where did my products go?
They’re still on Pinterest via your product feed, as always. You just won’t see a public-facing tab that houses them all. Navigate to your account and select the following steps: Ads > Catalogs > Product Groups > All Products. This is where you can view your entire product collection if you wish to do so.
Why did Pinterest remove the Shop Tab?
Based on the analysis of Pinners’ behavior, Pinterest concluded that the Shop Tab wasn’t the primary method for discovering products. This change allows Pinterest to offer more engaging experiences on the platform.
Should I create a dedicated board for my products?
This might not be the best strategy. If Pinners were not shopping via your Shop Tab, it’s unlikely they will visit a board dedicated solely to promoting your products.
Instead, you should experiment with tagging relevant products in your Pins and pinning them to pertinent boards.
As tracked in your analytics, the performance of these pins should guide your Pinning strategy, optimizing your time and resources.
Some Frequently Asked Questions I’m Getting from Clients on this Topic
Yes, Pinterest has phased out the Shop Tab from all profiles as part of their ongoing updates to the platform.
Absolutely! Your product pins can be found in various places across the platform such as home feeds, search feeds, related products, etc. The removal of the Shop Tab does not impact the visibility of your products.
After analyzing user behavior, Pinterest concluded that the Shop Tab wasn’t the primary way users were finding products. Therefore, they decided to remove it to optimize the user experience and offer more engaging features.
It’s worth considering, but remember that most users likely weren’t utilizing the Shop Tab to discover products in the first place. Therefore, it might be more effective to try tagging relevant products in your other pins and placing them on relevant boards. It’s always a good idea to track the performance of these strategies in your analytics to inform your Pinterest strategy.
Keep monitoring the performance of your Catalog and the health of your Pinterest tag. As this change is rolled out, there may be implications for your current feed-based ad campaigns and the performance of your product pins. Being proactive in responding to these changes can help mitigate any potential issues.
Final Throughts
While the removal of the Pinterest Profile Shop Tab may seem like a significant shift, it opens up opportunities for merchants to adapt and optimize their strategies on the platform.
Embracing this change and continuing to engage with your audience through effective Pinning strategies will ensure your products remain visible and attractive to potential buyers.
The key takeaway is to stay informed, monitor your performance, and adapt your strategies accordingly. In doing so, you can ensure that your Pinterest presence remains robust and effective, ultimately driving traffic and sales for your business.
Rodney, a Pinterest marketing guru, initially ventured into the field to boost his wife’s cake business & blog. With his unique strategies, he tripled their page views in just 3 months. Now, he’s passionate about helping businesses harness the power of Pinterest. Off-duty, he’s a dessert aficionado!
