Why Pinterest Is Better Than Facebook For Social Commerce February 1, 2012 by Brett Prince Pinterest is picking up steam, and to date, 80% of the user base consists of women ages 25-44. Pinterest is unique in now it can impact purchases, and retailers such as Lands’ End, Esty, and Nordstrom have pushed adoption heavily, maintaining a strong presence, and strategy, on the new platform. From a retailer perspective, it’s easy to create visual storefronts that have the clean, easy-to-browse features of tablet commerce. Pinterest is also a great opportunity to engage with customers outside of traditional Internet marketing. Through images, you can share ideas and trends in the retail social media landscape. Plus, consider the potential for comments on those hot runway models wearing sexy clothing. Muscles Glasses..? Facebook is really working to make social commerce work. They’re trying to become a mall. Timeline social app launches really seemed like a step in that direction, including fashion and shopping apps from Lyst, Pose, Fab, and Oodle. Even with new functionality, Pinterest is showing increasingly strong signs that it is a better, more effective, social commerce platform. Monetate analyzed referral traffic from Pinterest heading to five specialty apparel retailers, and between July and December 2011, it jumped 389%. Oh, hello. Right now, only 1% of Facebook fans are engaging with brands. Is this because of lack of strategy on the company’s end, or the platform? Last year Facebook announced their integration with eBay, which could be a step in the right direction. Even still, Facebook is conflating their social graph with an interest graph, making the assumption that your friends like what you like. If you look at the platforms, Facebook is built around the social graph first and foremost and Pinterest is interest graph focused. Your Facebook friends may eventually find themselves on Pinterest, but the intention of Pinterest is not to be a social platform. It’s about interest. Because users are organizing around interests, Pinterest is a very natural platform for shopping. The visual aspect is a major benefit here, too. Facebook’s focus is on the overall user experience and keeping everything social, which makes shopping a bit unnatural. How about distrust with Facebook’s long-standing privacy issues? Yeah, don’t forget about that one.