Pinterest is rolling out native “where-to-buy” links for its standard image ads, allowing advertisers to show multiple in-stock retailer options for a single product. The shoppable links allow brands to route shoppers to preferred retailers, while the brands receive purchase intent signals designed to quantify sales intent and media efficiency.
“With where-to-buy links, we can offer our CPG advertisers the best of both worlds: a seamless shopping experience for consumers and richer, more transparent purchase intent signals for brands,” said Julie Towns, VP for Product Marketing and Operations at Pinterest in a statement. “By helping advertisers connect inspiration directly to lower-funnel action and gain the actionable insights they need, Pinterest is unlocking new ways for brands to grow and measure success.”
The where-to-buy links will be available to all U.S. advertisers on Pinterest in the coming weeks. Brands that have existing relationships with MikMak can use that platform to add the links; others can use Pinterest’s native, no-fee Pear Commerce option. Early testing shows that these links deliver higher user engagement and stronger performance than campaigns using external where-to-buy landing pages.
“By embedding MikMak’s technology, Pinterest now unlocks seamless native shopping across 8,000+ retailers and more than 3 million store locations with real-time measurement, offering new lower-funnel opportunities that help boost sales for advertisers,” said Rachel Tipograph, Founder and CEO of MikMak in a statement.
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In May 2025 Pinterest added visual search tools for women’s fashion in the U.S., Canada and the UK, with plans to add the new capability to categories and countries over time. In June 2025 Pinterest collaborated with Instacart to help brands enhance their campaigns by letting them target high-intent audiences based on Instacart shopper data.
