Pinterest Pushes Into Online Grocery, Letting Users Buy Ingredients on the Site

The rise in home cooking during the coronavirus pandemic has been accompanied by a rise in online grocery ordering, and the combination has proven beneficial to Pinterest.

Last June, the company began testing new technology that allows users to purchase groceries directly from the site. Users simply scroll through the platform, click on an image they like, then click again to order all the items necessary to recreate the dish showcased in the post.

According to Arthur Sevilla, Pinterest’s head of global vertical strategy, the new function has seen strong conversion rates, thanks in part to the timing of its debut. In the past six weeks, the number of U.S. consumers adopting digital channels to purchase groceries has been “more than we’ve seen in the last six years,” said Sevilla.

A recent report from Coresight Research, which conducted a survey at the onset of the outbreak in mid-March, found that 49% of U.S. adults who’ve bought groceries online in the past 12 months say they either started buying groceries online or are buying more groceries online because of Covid-19.

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