Quartz: Pinterest’s value is inherently tied to the fact it’s a natural fit for retailers. Unlike Facebook or Twitter, which respectively focus on sharing moments from the past and present, Pinterest is all about the future—specifically the things people want in the future. In its early days, it gained traction among women who used the digital scrapbook to “pin” photos and collect ideas for their weddings, dream vacations, and home-decorating projects.
Because of Pinterest’s aspirational nature, merchants are eager to work the social network to get in front of potential customers. A survey conducted by Shopify in May found that 96% of Pinterest users go to the site to research products before buying.