Is Pinterest the Overlooked Player in Malaysia’s E-Commerce Landscape?

In Malaysia’s competitive social commerce scene, platforms like Shopee Live and TikTok Shop often dominate conversations. But while brands scramble for attention on these mainstream platforms, there’s another contender quietly brewing with high-intent shoppers—one that remains vastly underutilised.

Enter Pinterest. Unlike other social platforms where users passively scroll through content, Pinterest attracts an audience actively searching for ideas, products, and solutions. They aren’t just browsing—they’re planning their next purchase.

So why aren’t more Malaysian brands leveraging this platform’s potential?

The Untapped Potential of Pinterest

Pinterest is often dismissed as just a mood board for inspiration. This perception has led many brands to underestimate its commercial potential. But the reality is, Pinterest isn't just about discovery—it’s about action.

Globally, 85% of Pinterest users have made a purchase after seeing a brand or product on the platform. In Malaysia, DataReportal reported that 30.4% of the population uses Pinterest monthly, with nearly 32% utilising image search tools like Pinterest Lens to find what they need.

And with Pinterest’s advertising solutions now available in Malaysia, brands have a chance to tap into a fresh, highly motivated audience before their competitors do.

Pinterest’s Unique User Behaviour

What truly sets Pinterest apart is the way its users engage with content. Unlike platforms like Instagram or Facebook—where engagement is often passive—Pinterest users are actively searching for ideas, making them 2 times more likely to make a purchase than users on other platforms.

This is particularly evident among Gen Z, Pinterest’s most engaged demographic. Gen Z users save content at 2.5 times the rate of other generations, turning Pinterest boards into virtual shopping lists. These users aren’t just looking for inspiration; they’re mapping out their buying decisions. In fact, Pinners who save product pins are seven times more likely to follow through with a purchase than those who engage with any other types of content.

And here’s where it gets interesting: 96% of top searches on Pinterest are unbranded. Unlike TikTok, where engagement is often driven by entertainment and influencer marketing, Pinterest users are searching with intent, giving brands a golden opportunity to be discovered organically.

Pinterest’s Shoppable Features for Brands

So, how can Malaysian brands leverage Pinterest for e-commerce? The platform offers several powerful tools designed to drive conversions:

1. Shoppable Pins – Turning Inspiration into Instant Purchases

   Shoppable Pins are one of Pinterest’s most powerful tools. These pins allow users to click directly on a product, view details, and make a purchase—all without leaving the platform. This creates a frictionless shopping experience that shortens the path from discovery to checkout.

   Success Story: 

   U.S. home goods retailer Wayfair saw a 2x increase in sales from Pinterest alone after integrating Shoppable Pins into their strategy. By curating boards with a mix of lifestyle and product pins, they engaged users at different stages of their buying journey, driving more conversions.

   

   Source: Pinterest
    

2. Product Catalogues – Boosting Product Discovery

   Pinterest’s Product Catalogues let brands upload their entire product range, making their products discoverable when users search for relevant items. This is particularly valuable given Pinterest’s strong search functionality. Notably, brands using a Pinterest Catalogue see 5x more impressions on their products, significantly increasing their chances of reaching high-intent shoppers.

   

   Source: Pinterest
    

   Success Story:

   Luxury beauty brand Lancôme leveraged Product Catalogues for a full-funnel holiday campaign. By making their entire catalogue shoppable and running targeted Pinterest ads during key shopping periods like Black Friday, they achieved a 6x lift in return on ad spend (ROAS).

   Source: Pinterest
    

3. Dynamic Retargeting – Staying Top of Mind

   Pinterest’s dynamic retargeting allows brands to re-engage users who have previously interacted with their content or browse similar products, boosting conversion rates by keeping their products front and centre.

   Success Story: 

   Germany travel operator TUI leveraged Pinterest's catalogues and targeting strategy to appear in search results and home feeds alongside aspirational travel content. They also used the platform’s dynamic retargeting option to reach users based on location, ensuring their ads remained relevant to potential travellers. This approach successfully drove high-quality traffic directly to their booking page.

   

   Source: Pinterest
    

4. Tapping into Trends – Predicting Consumer Behaviour Before It Peaks

   Another unique advantage Pinterest offers is its ability to predict trends before they take off. Through Pinterest Predicts and the Pinterest Trends tool, brands can identify emerging consumer interests and create content that aligns with what’s next—not just what’s trending now. Over the past five years, 80% of Pinterest's trend predictions have come true, with trends lasting 20% longer compared to other social platforms. By leveraging these insights, Malaysian brands can craft timely, relevant campaigns that capture demand before competitors even see it coming.

   

   Source: Pinterest

Should Your Brand Be on Pinterest?

The short answer is yes, especially if your brand is looking to diversify your social commerce strategy.

The question is: Will your brand be among the first to unlock Pinterest’s potential in Malaysia, or will you watch as competitors pin their way to success?

If you’re ready to seize the opportunity, let’s explore and experiment together.