Pinterest and Instacart launch a new retail media partnership to deliver shoppable ads powered by real-time purchase data, transforming discovery into action.
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| New Pinterest-Instacart integration uses purchase behavior to serve high-intent ads, giving users a frictionless shopping experience and brands real-time insights. Image: CH |
SAN FRANCISCO, USA — June 17, 2025:
Pinterest has announced a groundbreaking partnership with Instacart, aimed at creating a seamless path from visual discovery to real-world purchase by launching a new retail media integration powered by real-time consumer shopping data.
In this collaboration, select advertisers on Pinterest will now be able to target users based on Instacart’s first-party retail purchase data, allowing for more precise audience segmentation and higher ad relevance. With over 1,800 retail partners in the Instacart ecosystem, this data reflects actual buying behavior—from grocery lists to trending wellness products.
“This partnership enhances the way brands engage with consumers by connecting inspiration with action,” said Ali Miller, VP of Ads Product at Instacart. “We’re giving advertisers the ability to reach Pinterest users at the exact moment they’re ready to make a purchase.”
Initially, brands will be able to advertise to Instacart-defined audience segments directly on Pinterest. In the next phase, the companies plan to introduce closed-loop measurement—linking ad impressions to verified product sales across the Instacart Marketplace. This gives brands tangible, data-driven insights into campaign performance and ROI.
For users, the collaboration means Pinterest ads will become instantly shoppable via Instacart. A user who pins a recipe or decor idea, for instance, can order all necessary items with just a few taps—turning browsing into buying within minutes.
“With Instacart’s powerful purchase data, we’re creating shoppable experiences that align perfectly with users’ intent,” said Samir Pradhan, VP of Product Management at Pinterest. “This is a major leap in connecting creativity and commerce on our platform.”
This partnership also strengthens Instacart’s broader retail media strategy, which includes on-platform ads, in-store smart carts, and third-party collaborations. It joins a growing suite of off-platform initiatives designed to simplify advertising across fragmented channels—streamlining reach and performance measurement for over 7,000 active brands.
As social commerce continues to evolve, this Pinterest-Instacart integration underscores a powerful trend: turning inspiration into instant action. For advertisers, it offers smarter targeting and measurable results. For users, it delivers a frictionless, more engaging shopping experience—right from the point of discovery.