How Pinterest’s Visual Search is Changing the Way We Discover and Shop

We covered the first hints of where Pinterest is heading with visual search before. Now, however, data is emerging that shows this isn’t just a vision but real changing user behaviour.

In an independent study by Adobe, 73% of respondents said Pinterest offers better visual results than traditional search engines. Even more interesting is the fact that 36% of respondents start their search directly on Pinterest, not on Google or other traditional search engines.

Pinterest builds on the desire for discovery and personalization. Visual search can guide users from a general idea to a highly specific product that reflects their taste.

This way of discovering is especially close to the younger generation – they don’t search with words, but with eyes. What interests them doesn’t come from a precisely entered term, but from an impression, mood, or aesthetic. And this applies not only when seeking inspiration, but also for actual purchases.

Source: Adobe Study

Pinterest visuals can do what keywords cannot

On Pinterest, it’s not just about what you’re looking for, but also how you look for it. Imagine you’re setting up a home office space. You come across an image that appeals to you with its atmosphere, but you might not immediately know what exactly caught your attention. You click on visual search, and Pinterest starts offering you similar chairs, lamps, or shelves that match the overall style.

Gradually, you discover exactly those pieces that you probably would never have found through traditional search, because the right words wouldn’t have occurred to you.

What does this mean for e-shops?

Pinterest explicitly encourages brands to rethink their search strategies. Those who want to be visible on Pinterest beyond traditional text queries should focus on these three steps:

1. Update your product catalog – upload it to Pinterest along with all important metadata: brand name, color, price, size. This helps the algorithm better understand when to display your product.
2. Use lifestyle photos – products in context (e.g., furniture in interiors, fashion on people) appear more in searches. Pinterest even offers a Performance+ creative tool that automatically generates backgrounds for each product display.
3. Enable Performance+ targeting – this feature extends ad reach based on image similarity, without needing to set new keywords or interests.