Pinterest is Gen Z’s new mall: here’s how brands can show up
Gen Z is turning Pinterest into a shopping destination. Marketers, take notes.
Pinterest may not dominate headlines like TikTok or Instagram, but it’s quietly becoming a powerful eCommerce engine—especially for Gen Z.
This audience now makes up 42% of Pinterest’s global monthly users, making them the platform’s fastest-growing demographic. What’s more, Gen Z users on Pinterest are 1.3 times more likely to shop online than their peers on other platforms.
This article explores why Gen Z is increasingly using Pinterest for shopping and how marketers can tap into this intent-rich audience. From content strategy to platform tools, here’s what you need to know to build visibility and drive conversions on Pinterest.
Short on time?
Here’s a table of contents for quick access:
- Why Pinterest appeals to Gen Z shoppers
- The rise of Pinterest’s eCommerce features
- Visual storytelling: the key to winning Gen Z
- What Pin types work best for Gen Z
- Case studies: brands doing it right
- Tips for marketers and eCommerce teams
Patrecia Meliana
Why Pinterest appeals to Gen Z shoppers
Pinterest thrives on intent. Unlike the mindless scroll of other platforms, users arrive with a mission—planning outfits, dorm makeovers, or skincare routines. That planning mindset makes users 50% more likely to engage with shoppable content year-over-year.
They’re not just lurking, either. Gen Z saves 2.5 times more Pins and creates 66% more boards weekly than other generations. With Pinterest’s partnership with LTK, influencer content gets cross-posted directly to the platform, amplifying affiliate shopping efforts.
The kicker? Gen Z drives 65% of Pinterest’s trend predictions for 2025.
They’re not just following—they’re shaping what comes next. And unlike TikTok or Instagram, Pinterest offers a lower-pressure, inspiration-first space that’s seen as more positive and brand-safe.
Patrecia Meliana
The rise of Pinterest's eCommerce features
Pinterest is no longer just a digital scrapbook. Its shoppable Pins allow brands to tag products directly within posts, creating a frictionless path to purchase.
For retailers, Shopify integration and the Verified Merchant Program streamline product uploads and boost discoverability. Tools like Pinterest Lens and AR Try-On make visual shopping intuitive—ideal for mobile-native Gen Z users who prefer seeing before buying.
Visual storytelling: the key to winning Gen Z
What resonates with Gen Z? Aesthetic authenticity, bite-sized storytelling, and behind-the-scenes tutorials. Pinterest’s Idea Pins are built for that—multi-slide stories that deliver up to 9 times more engagement than static Pins.
Use visual narratives like “3 ways to style this blazer” or “dorm must-haves under US$20” to tell product stories without feeling like a sales pitch. This aligns with Gen Z’s craving for value-driven content that’s both useful and inspiring.
What Pin types work best for Gen Z
Static Pins: Still valuable for long-term discoverability—just optimize them with relevant keywords for search traffic.
Carousel Pins: Ideal for step-by-step guides or product bundles like skincare routines or seasonal outfit drops.
Idea Pins: Great for showing use cases, transformations, and tutorials.
Case studies: brands doing it right
- Glossier: Leverages Idea Pins to showcase skincare regimens and user routines, creating a sense of relatability and lifestyle alignment.
- IKEA: Nails moodboard-style Pins for room setups and seasonal decor, driving engagement with visual inspiration.
- Fenty Beauty: Taps into AR Try-On and bold visuals to make makeup exploration immersive and playful.
Each brand wins by pairing high-quality visuals with storytelling formats and actionable CTAs like “shop the look” or “try it on.”
Tips for marketers and eCommerce teams
- Use high-quality, vertical visuals—Pinterest prioritizes mobile-optimized content.
- Add SEO-friendly keywords to your titles and descriptions for discoverability.
- Prioritize video formats and Idea Pins to boost engagement.
- Always link back to shoppable, mobile-responsive landing pages.
Pinterest is no longer just a planning tool—it’s a purchase engine powered by Gen Z. Brands that embrace visual storytelling, authenticity, and intent-driven content will find themselves not just on the moodboard, but in the shopping cart.
If Gen Z is shopping on Pinterest, is your brand even in the cart?
