Social media marketing is one of the first and most important steps you should take to market your ecommerce brand and products.
One of the most important social media marketing platforms is Pinterest. Even though it may not be as popular as Facebook, Twitter, or LinkedIn, Pinterest certainly has its potential to connect with your target audience.
To better understand how you can best use Pinterest for your ecommerce business, you need to first equip yourself with Pinterest statistics, like how many active users are on the platform and how they interact with marketing content.
Let's jump straight into the 10 Pinterest statistics you should know for your 2025 marketing strategy.
1. Pinterest has 578 Million Monthly Active Users
Pinterest has grown to reach 578 million monthly active users, establishing itself as a major player in the social media landscape. This represents significant expansion from previous years and demonstrates the platform's continued appeal to users worldwide.
While this figure remains smaller than Facebook's massive user base (which has 3.07 billion monthly active users), Pinterest's audience size shows substantial growth potential for businesses looking to expand their reach.
Today's user numbers demonstrate Pinterest's resilience and growing appeal as both a discovery platform and marketing channel for businesses of all sizes.
2. 7 Out of 10 Pinterest Users Identify as Female
One of the main Pinterest statistics to take into consideration is the platform's gender demographics.
As of February 2025, just over 70% of Pinterest’s audience identifies as female, while fewer than 25% of users identify as male. In the UK, Pinterest’s audience jumps up to 28% of males aged 18 and up, though the user base is still predominantly female-identifying.
Women are also reportedly likely to pin more, and this higher pin rate may be due to the fact that women feel more of an emotional connection to the platform and often use it for inspirational and motivational purposes.
3. Pinterest Is a Place for Every Brand
This next Pinterest statistic will please new ecommerce owners and is proof of the need for a Pinterest marketing strategy.
Nearly all (96%) queries carried out on Pinterest are unbranded. What that means is that Pinterest users do not search for a particular brand name when browsing on the platform.
This is something to keep in mind when understanding how Pinners behave. Such a high percentage of unbranded searches is a strong indication that Pinterest users are on the platform to seek inspiration and discover new ideas.
So when marketing on Pinterest, you'll want to craft your strategy such that you're targeting buyers who are in the early stages of their purchase process. Getting your product and brand on their feeds will be key here.
Instead of going for a hard sell and offering discounts or upsells and cross-sells, which are tactics that are best suited for the later stages of the purchase funnel, you're better off showing them what your product can do.
4. Main Reasons People Use Pinterest
Aside from understanding Pinterest's demographics, being aware of its users' motives is also very important if you want to excel at Pinterest marketing.
The latest Pinterest statistics show that the main reason people use Pinterest is to look for home décor/design inspiration (GlobalWebIndex, 2021). This is followed by seeking ideas for style, clothing, and beauty. The third most popular reason people use Pinterest is to get health and fitness inspiration. Travel, wedding, party, and event ideas also draw internet users to the platform.
Plus, if you're looking to boost awareness of your ecommerce brand, remember that Pinterest users often use the social media platform to research brands and their products.
Pinterest is also doing its part to encourage businesses to advertise on its platform. It has a dedicated page with tips for businesses looking to market on Pinterest. Some of these consist of including your brand name in the very first line of your description to get you twice the awareness and mentioning special occasions and seasons to drive 10 times more awareness.
5. Number of Pinterest Pins
Pinterest users save more than 1.5 billion Pins every week across more than ten billion boards. Of the saved pins, a majority are related to a brand or product, showing just how effective Pinterest is as a marketing channel.
With so many pins being saved weekly, you'll need a good Pinterest marketing tactic to ensure your pins rise up and stand out from the crowd. That said, it might interest you to know that research shows that the best days to post on Pinterest are Tuesday, Thursday, and Friday.
6. Over 80% of Gen Z Users Discover Products on Pinterest
Many Pinterest users come to the platform for inspiration and to discover new products, especially with Pinterest actively serving up personalized experiences based on Pins and shopping habits.
This is essential knowledge for ecommerce brands. According to Pinterest, 84% of Gen Z users who log in every week discover products that fit their particular styles and tastes. Also, 80% of weekly users who regularly Pin on the platform feel inspired by the Pinterest experience.
These statistics make Pinterest a powerful medium for your business to inform and convert potential customers.
7. There Are 2 Billion Searches on Pinterest Every Month
While Pinterest is by no means the biggest search engine, there are a lot of searches happening on the platform. Back in 2016, Pinterest found that there were two billion text-based and guided searches are carried out monthly.
According to Pinterest, users who used the search function were generally looking for a range of ideas and possibilities instead of one correct answer.
Users also performed over 600 million visual searches, which works very much in the same way as Google's Reverse Image Search. Users can zoom in on a certain feature in a Pin and carry out a search relevant to this particular feature.
With such strong figures, it's important to ensure that your images are of high quality when marketing on Pinterest. Here are some Pinterest marketing tips to help you out.
8. Almost 90 Million Pinterest Users Are From the US
Pinterest has a sweeping international presence, but the US remains one of the markets to focus on, especially given that 89.9 million of its users are from there. In 2025, the platform had over 570 million active users every month—a bit of quick math shows that the US is definitely one of the key Pinterest markets.
Brazil, Mexico, and Germany also have substantial user bases, though at 38.9 million, 24.7 million, and 19.3 million users respectively, it’s clear how massive the US market is in comparison with other geographies.
However, not every generation uses Pinterest the same way. Gen Z currently accounts for 42% of the platform’s user base, meaning a decent chunk of your marketing focus should go toward understanding this wider group.
On top of that, Pinterest users generally spend around an hour and a half on the app, which should be a consideration as well. Interestingly enough, users in Finland spend the most time on Pinterest, clocking in two hours and 45 minutes daily on the mobile app.
9. Pinterest's Has Become Popular Among Marketers
Given Pinterest's massive reach, it's no wonder businesses are spending more and more on ads on the platform. Companies continue to invest heavily in Pinterest advertising, recognizing the platform's potential for reaching engaged audiences ready to discover and purchase products.
The growth in Pinterest advertising spend reflects the platform's effectiveness for business marketing. Brands consistently see positive returns on their Pinterest marketing investments, making it an increasingly attractive option for digital advertising budgets.
Despite having fewer users than some of its competitors, Pinterest does offer brands certain advantages. One such edge is its cost per conversion.
According to recent Pinterest statistics, the platform is more cost-efficient at converting than other social media ads. That aside, returns for retail brands on Pinterest specifically have also been found to be around two times higher than on other platforms.
10. Pinterest Ignites Positive Emotions
If you're still on the fence about whether to begin marketing your ecommerce products on Pinterest, here's another Pinterest statistic to sway you: nearly 80% of users report positive feelings while using Pinterest.
Nearly eight in 10 of users on Pinterest feel positive on the platform, with many users using it as a stress relief or a source of inspiration. A report from 2024 found that more than half of social users feel more positive about their experience on Pinterest than on other social media sites.
This inspirational atmosphere on Pinterest is something the platform takes special pride in as it's what it has strived to achieve. Research also shows that positive feelings tend to result in action, which is an important takeaway for brands thinking about increasing their reach via Pinterest.
Understanding Pinterest’s Algorithm
Understanding how Pinterest's ranking system operates can dramatically improve your marketing success on the platform. The system evaluates multiple elements to decide which content appears prominently in user feeds and search results.
Website credibility plays a crucial role in Pinterest's evaluation process. When you connect your business website to your Pinterest profile, the platform assigns a quality score based on user interactions with your domain. Higher engagement rates, click-throughs, and pin saves from your website improve this score over time.
Content quality remains fundamental to Pinterest success. The platform favors posts with sharp, vertical images using the optimal 2:3 dimensions, vibrant colors, and balanced visual composition. Engagement metrics like comments, saves, likes, and shares signal content value to Pinterest's system.
Your account activity level directly impacts your content's reach. Regular posting, audience interaction, and platform engagement beyond just publishing content helps boost your pins' visibility. Accounts that only post without participating in the community typically see lower performance.
Keyword relevance connects your content with interested users. Posts that match user search terms, saved boards, and browsing history receive priority placement. Strategic keyword use in titles, descriptions, and board names improves discoverability.
Enhanced pins that sync information from your business website provide additional context and automatically update when you modify your site content. These rich pins require a business account but offer valuable features like pricing details and product information that users find helpful.
Pinterest is a Huge Opportunity for Marketers
These Pinterest statistics should make the case for marketing on Pinterest.
Given the Pinterest stats we've highlighted, it would be a wasted opportunity to ignore the potential of Pinterest and its ability to connect and reach millions of users across the world, especially if your competitors are already doing so.
So, as long as you keep up-to-date with the latest Pinterest demographics and Pinterest statistics you'll be able to pin down the right Pinterest marketing strategy.
Pinterest Statistics FAQ
How many people use Pinterest?
Pinterest has 578 million monthly active users currently, showing that the platform has a resilient appeal as a discovery tool and marketing channel for businesses of all sizes.
Why do most people use Pinterest?
As of several years ago, the main reason people use Pinterest is to look for home décor/design inspiration. People also come to the platform seeking inspiration for style, clothing, and beauty, followed by an interest in health and fitness. Users also come to Pinterest for travel, wedding, party, and event ideas.
What kind of content works best on Pinterest?
Pinterest favors posts with sharp, vertical images using the optimal 2:3 dimensions, vibrant colors, and balanced composition. Engagement metrics like comments, saves, likes, and shares signal content value to Pinterest's system.
Your account activity level directly impacts your content's reach. Regular posting, audience interaction, and platform engagement beyond just publishing content helps boost your pins' visibility. Accounts that only post without participating in the community typically see lower performance.