Pinterest, founded in 2009 and headquartered in San Francisco, California, is an image-oriented social media platform. As of February 2025, 70.3 percent of Pinterest audiences were female and over 22 percent were male. Around 40 percent of Pinterest users, or Pinners, as they are affectionately known, are women aged between 18 and 34 years. The stamp of approval from U.S. consumers Pinterest generally garners a largely favorable user response. July 2023 saw Pinterest score 73 out of a possible 100 points with the American Customer Satisfaction Index (ACSI), surpassing LinkedIn, X (formerly Twitter), Instagram, and Facebook in terms of user approval. Another achievement that puts the service ahead of Facebook, Snapchat, and X is the 23.2 percent year-on-year growth in users in January 2024. What are Pinners searching for? Pinterest is mostly about creative ideas, such as DIY projects, lifestyle ideas, home decor, and recipes. Beauty, travel, wellness, and dating-related terms are topics that users also like to search for. Imaginative hairstyles and hair colors were prominent search terms in 2022, with the term "lavender and pink hair" experiencing a significant year-on-year increase.  In the last few years, interest in train travel and travel photography has also risen on the platform.

As of February 2025, Pinterest was most popular with women between the ages of 18 and 24 years old, accounting for ** percent of the social media network's global audience. Additionally, over ** percent of Pinterest's user base were women belonging to the ** to ** year age group. Overall, the image sharing platform was used predominantly by women.

As of February 2025, 71 percent of Pinterest's audience in the United Kingdom were female and 22.9 percent were male. Pinterest is one of the most popular social platforms in the United Kingdom and has more than 15 million users in the UK. Pinterest is an image oriented social media platform in which recipes, DIY, fashion, and lifestyle related content have always been popular.

As of early 2024, there were 96 million Pinterest users in the United States, making it the country with the most Pinterest users by far. Ranking second was Germany, with 22.5 million users. Pinterest’s audience In the first quarter of 2024, Pinterest had a total of 518 million monthly active users (MAUs) worldwide, an increase of 2 million users from the previous quarter. Throughout 2021, the social media site saw a steady decline in MAUs, after seeing a constant increase throughout 2020. The increase in usage of many social media platforms coincides with the COVID-19 pandemic and consequent lockdowns. As of April 2024, significantly more women than men used Pinterest, with women making up almost 3/4 of its user base. The platform’s largest audience, in terms of gender and age, was women between the ages of 25 to 34, who accounted for more than a fifth of all users, followed by women aged 18 to 24 years. User satisfaction According to the American Customer Satisfaction Index (ACSI), as of June 2021, Pinterest scored the highest level of customer satisfaction for selected social media sites, ranking ahead of platforms such as YouTube, Wikipedia, and TikTok. Overall, Pinterest received a total score of 78 out of 100 index points. Pinterest’s financials For the financial year 2023, Pinterest generated over 3 billion U.S. dollars in global annual revenue, a rise from the previous year’s result of 2.8 billion U.S. dollars. The majority of this revenue was generated in the United States. Additionally, in the last quarter of 2023, the social media platform reported a net loss of over 200 million U.S. dollars. As of June 2023, Pinterest was one of the biggest consumer internet and online service companies worldwide in terms of market capitalization. With a market cap of 19 billion U.S. dollars, Pinterest ranked in 16th place, ahead of Chewy, Delivery Hero, and Etsy.

The number of Pinterest users in the United States was forecast to continuously increase between 2024 and 2028 by in total *** million users (+**** percent). After the ninth consecutive increasing year, the Pinterest user base is estimated to reach ***** million users and therefore a new peak in 2028. Notably, the number of Pinterest users of was continuously increasing over the past years.User figures, shown here regarding the platform pinterest, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to *** countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Pinterest users in countries like Canada and Mexico.

The number of Pinterest users in Colombia was forecast to continuously increase between 2024 and 2028 by in total 0.4 million users (+4.31 percent). According to this forecast, in 2028, the Pinterest user base will have increased for the fourth consecutive year to 9.71 million users. User figures, shown here regarding the platform pinterest, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).

The number of Pinterest users in the Dominican Republic was forecast to continuously decrease between 2024 and 2028 by in total 0.1 million users (-7.35 percent). According to this forecast, in 2028, the Pinterest user base will have decreased for the third consecutive year to 1.31 million users. Notably, the number of Pinterest users of was continuously increasing over the past years.User figures, shown here regarding the platform pinterest, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Pinterest users in countries like Jamaica and Cuba.

The number of Pinterest users in Brazil was forecast to continuously increase between 2024 and 2028 by in total *** million users (+***** percent). After the ninth consecutive increasing year, the Pinterest user base is estimated to reach ***** million users and therefore a new peak in 2028. Notably, the number of Pinterest users of was continuously increasing over the past years.User figures, shown here regarding the platform pinterest, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to *** countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).

The number of Pinterest users in Romania was forecast to increase between 2024 and 2028 by in total *** million users (+**** percent). This overall increase does not happen continuously, notably not in 2027 and 2028. The Pinterest user base is estimated to amount to **** million users in 2028. Notably, the number of Pinterest users of was continuously increasing over the past years.User figures, shown here regarding the platform pinterest, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to *** countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Pinterest users in countries like Albania and Cyprus.

Pinterest Shopping Ads Market Outlook

According to our latest research, the global Pinterest Shopping Ads market size reached USD 1.28 billion in 2024, driven by the surge in social commerce and the platform’s unique visual discovery features. The market is projected to expand at a robust CAGR of 16.7% from 2025 to 2033, reaching an estimated USD 5.13 billion by 2033. The primary growth factor is the increasing adoption of visually-driven shopping experiences by brands and retailers, who leverage Pinterest’s engaged user base to drive conversion and brand visibility.

The growth of the Pinterest Shopping Ads market is fundamentally underpinned by the transformation in consumer shopping behavior, particularly the shift towards visually immersive and inspiration-led online experiences. Pinterest distinguishes itself from other social platforms by serving as a visual search engine, where users actively seek ideas and products rather than passively consuming content. This intent-driven browsing behavior translates into higher engagement rates for shopping ads, making the platform highly attractive for advertisers. Brands are increasingly allocating budgets to Pinterest Shopping Ads to capitalize on this unique user intent, resulting in higher return on ad spend (ROAS) compared to traditional digital advertising channels. Additionally, the integration of advanced AI-powered recommendation engines and personalized ad placements is enhancing user experience and boosting ad performance, further fueling market growth.

Another significant growth driver is the platform’s ability to support a diverse range of industries and objectives. Pinterest Shopping Ads are not limited to traditional retail; they have seen widespread adoption across verticals such as fashion, home decor, beauty, and consumer electronics. The versatility of ad formats, including Product Pins, Collection Ads, and Dynamic Retargeting Ads, enables brands to tailor their campaigns to specific marketing objectives—be it brand awareness, traffic generation, or conversions. Furthermore, Pinterest’s ongoing investments in shopping features, such as streamlined checkout experiences and AR-powered product previews, are reducing friction in the purchase journey and encouraging more businesses to invest in the platform. The seamless integration with e-commerce platforms like Shopify and WooCommerce also simplifies catalog management and ad deployment, making Pinterest Shopping Ads accessible to both small businesses and large enterprises.

The increasing penetration of mobile devices and the global expansion of e-commerce are also pivotal factors contributing to the growth of the Pinterest Shopping Ads market. As users spend more time on mobile devices, the demand for intuitive, visually engaging shopping experiences continues to rise. Pinterest’s mobile-first design and rich visual content resonate strongly with younger demographics, particularly millennials and Gen Z, who are driving the growth of social commerce. The platform’s global reach, with significant user bases in North America, Europe, and emerging markets in Asia Pacific and Latin America, provides advertisers with expansive opportunities to target new audiences and drive cross-border sales. Strategic partnerships with payment processors and logistics providers further enhance the end-to-end shopping experience, making Pinterest a preferred channel for brands looking to expand their digital footprint.

Regionally, North America remains the dominant market for Pinterest Shopping Ads, accounting for the largest share of global revenue in 2024. The region’s mature e-commerce ecosystem, high digital ad spending, and strong presence of leading retail and consumer brands contribute to this leadership. Europe follows closely, driven by rapid digitalization and a growing appetite for visual commerce among consumers. Meanwhile, Asia Pacific is emerging as the fastest-growing region, fueled by rising smartphone adoption, expanding internet access, and the proliferation of online shopping among young consumers. Latin America and the Middle East & Africa are also witnessing steady growth, albeit from a smaller base, as brands in these regions increasingly recognize the value of Pinterest’s visual discovery platform for driving engagement and sales.

Image-based platform Pinterest reached a record number of monthly active users (MAUs) in the most recently reported financial quarter. In the first quarter of 2025, Pinterest had 570 million monthly active users worldwide, up from 553 million users when compared to the previous quarter. The company Launched in March 2010, Pinterest was the fastest site in history to reach 10 million unique monthly visitors and high user engagement metrics; a significant feat especially when considering that during much of its initial launch and growth, the site was invitation-only. Despite many social networks going public within a few years post-launch (Twitter: six years; Snap Inc.: six years), Pinterest only filed for an IPO in February 2019, almost nine years after launch, and started trading on April 18, 2019. Pinterest usage The social site’s strong user engagement with popular topics and themes such as fashion, home, garden and DIY and subsequently, relevant brands and influencers, forms the basis for its leading position in the area of social marketing and commerce. In 2018, 600 million searches were performed using Pinterest Lens, a camera search that recommends ideas to try inspired by things seen offline.

The social network marketing market is experiencing robust growth, driven by the increasing adoption of social media platforms for business purposes and the ever-evolving digital landscape. Between 2019 and 2024, the market demonstrated significant expansion. Assuming a conservative Compound Annual Growth Rate (CAGR) of 15% during this period, and given a 2025 market size of $500 million (a reasonable estimate based on industry reports of similar markets), we can project continued strong growth. Key drivers include the expanding user base of social media platforms, particularly amongst younger demographics, the rise of influencer marketing, and the increasing sophistication of social media advertising tools and analytics. Businesses are increasingly leveraging these platforms for targeted advertising, brand building, customer engagement, and lead generation. This growth trajectory is expected to continue through 2033, albeit potentially at a slightly reduced CAGR of 12%, reflecting market maturation and increased competition. Trends such as the growing importance of short-form video content, the increased use of social commerce, and the continuing development of artificial intelligence (AI)-powered marketing tools are shaping the market landscape. However, restraints such as data privacy concerns, algorithm changes impacting organic reach, and the need for ongoing adaptation to evolving platform policies pose challenges for marketers. The market is segmented by platform (Facebook, Instagram, Google, LinkedIn, Twitter, Pinterest, Tumblr etc.), target audience demographics, and marketing techniques employed. Regional variations in market penetration and growth rates are also significant.

In 2021, messaging and video sharing platform Snapchat was more popular than TikTok among Gen Z users in the United States. TikTok counted around 37 million users who were born between 1997 and 2012, while Instagram reported around 33 million users in the same period. Snapchat, which counted 42 million Gen Z users, is projected to reach 49.5 million users in the examined demographic by 2025. Overall, platforms such as Pinterest, Twitter and Reddit had significantly less users amongst this age group.

The number of Pinterest users in Jamaica was forecast to remain on a similar level in 2028 as compared to 2024 with 0.62 million users. According to this forecast, the Pinterest user base will stay nearly the same over the forecast period. User figures, shown here regarding the platform pinterest, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Pinterest users in countries like Cuba and Dominican Republic.

This statistic shows a ranking of the estimated number of Pinterest users in 2020 in Latin America and the Caribbean, differentiated by country. The user numbers have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in more than *** countries and regions worldwide. All input data are sourced from international institutions, national statistical offices, and trade associations. All data has been are processed to generate comparable datasets (see supplementary notes under details for more information).

As of February 2025, 37.5 percent of X’s (formerly Twitter) global audience was aged between 25 and 34 years. The second-largest age group demographic on the platform was represented by users aged between 18 and 24 years, with a share of 32.1 percent. Users aged less than 18 years accounted for two percent of users, while those aged 50 or older accounted for roughly 7.3 percent. X is a male-dominated platform As of January 2024, more than 60 percent of X users were male. Although all mainstream social media platforms tend to have a slightly more male-skewing audience, X stands out above Instagram, Snapchat, TikTok, and Facebook when it comes to user gender demographics. Overall, Pinterest is the only mainstream platform to have a higher share of female users. X Blue for you It is not uncommon for social media users to now have the chance to become subscribers of their chosen online networks for a monthly fee. X Blue is a subscription service from X that gives users special benefits and features. A blue verification mark, edit post functionality, fewer ads, priority ranking in chats, and longer video upload times are some of the perks offered.

Social Commerce Market Outlook

As per our latest research, the global social commerce market size in 2024 stands at USD 805.5 billion, demonstrating its rapid expansion across digital ecosystems. The market is expected to witness a robust compound annual growth rate (CAGR) of 30.6% from 2025 to 2033, propelling the market to a projected value of USD 8,305.7 billion by 2033. This remarkable growth is primarily driven by the increasing integration of e-commerce functionalities into social media platforms, the proliferation of mobile devices, and the evolving preferences of digital-savvy consumers who seek seamless, interactive, and personalized shopping experiences.

One of the most significant growth factors for the social commerce market is the rising penetration of smartphones and internet connectivity globally. As more consumers gain access to high-speed internet and affordable smart devices, the lines between social networking and online shopping continue to blur. Platforms like Instagram, Facebook, TikTok, and Pinterest have successfully embedded shopping features, allowing users to discover, review, and purchase products without leaving the app. This frictionless journey not only enhances user engagement but also increases conversion rates, making social commerce a preferred channel for both brands and consumers. Furthermore, the adoption of advanced technologies such as artificial intelligence (AI) and augmented reality (AR) for product recommendations, virtual try-ons, and personalized content is further propelling the market forward.

Another crucial driver is the shift in consumer behavior, particularly among younger demographics such as Gen Z and Millennials, who value authenticity, peer recommendations, and influencer-driven content. Social commerce leverages the power of user-generated content, reviews, and influencer collaborations to build trust and drive purchasing decisions. The interactive nature of social platforms, where users can share experiences, seek opinions, and participate in live shopping events, creates a sense of community and urgency that traditional e-commerce channels often lack. Brands are increasingly investing in social commerce strategies to tap into these engaged audiences, launching exclusive products, and running targeted campaigns that foster brand loyalty and repeat purchases.

Additionally, the evolution of payment solutions and logistics infrastructure has significantly contributed to the growth of the social commerce market. Secure, integrated payment gateways and streamlined checkout processes have reduced cart abandonment rates, while advancements in last-mile delivery and fulfillment services ensure timely and reliable product delivery. These improvements have addressed some of the key barriers associated with online shopping, such as payment security and delivery delays. As a result, businesses of all sizes, from large enterprises to small and medium enterprises (SMEs), are leveraging social commerce to expand their reach, reduce marketing costs, and optimize customer acquisition and retention strategies.

From a regional perspective, Asia Pacific continues to lead the global social commerce market, driven by the dominance of platforms like WeChat, TikTok, and Alibaba’s ecosystem in China. The region’s tech-savvy population, high social media engagement, and innovative business models have set benchmarks for social commerce adoption worldwide. North America and Europe are also witnessing substantial growth, fueled by the increasing adoption of shoppable content, influencer marketing, and cross-border commerce. Meanwhile, Latin America and the Middle East & Africa are emerging as high-potential markets, supported by rising internet penetration and digital transformation initiatives. The global landscape is evolving rapidly, with each region contributing uniquely to the overall market dynamics.

Business Model Analysis

The social commerce market is segmented by business model into B

The number of Pinterest users in France was forecast to continuously increase between 2024 and 2028 by in total *** million users (+**** percent). After the ninth consecutive increasing year, the Pinterest user base is estimated to reach ***** million users and therefore a new peak in 2028. Notably, the number of Pinterest users of was continuously increasing over the past years.User figures, shown here regarding the platform pinterest, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to *** countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Pinterest users in countries like Luxembourg and Netherlands.

The global social e-commerce platform market is experiencing robust growth, driven by the increasing penetration of smartphones and social media, coupled with evolving consumer preferences for online shopping integrated within their social networks. The market's expansion is fueled by several key factors, including the rise of influencer marketing, the convenience of in-app purchasing, and the ability for businesses to directly engage with their target audiences. The segment of 18-30 year-olds is currently the largest contributor to market revenue, reflecting the high level of social media engagement within this demographic. However, significant growth is expected across all age groups as social commerce platforms continue to improve user experience and expand their product offerings. Purchase rebate programs, share reflection initiatives, and engaging content shopping guides are proving particularly effective in driving sales and user acquisition. Competition within this dynamic market is fierce, with major players like Facebook, Instagram, and Pinterest establishing significant market share alongside fast-growing Chinese platforms such as Pinduoduo and Alibaba. Despite the considerable growth, challenges remain. Maintaining user engagement in the face of platform algorithm changes and competition is paramount. Data privacy concerns and the need for robust fraud prevention measures also present ongoing obstacles. The market is geographically diverse, with North America and Asia-Pacific exhibiting the strongest regional growth, driven by higher internet penetration and a greater adoption of mobile commerce. The forecast period (2025-2033) anticipates continued expansion, albeit at a potentially moderating CAGR as the market matures. Key players will need to focus on innovation, personalized experiences, and strategic partnerships to maintain a competitive edge and capitalize on the long-term opportunities presented by the evolving social e-commerce landscape. This involves ongoing investment in technology and marketing strategies aimed at capturing new customer segments and increasing average order values.

The number of Pinterest users in the United Kingdom was forecast to continuously increase between 2024 and 2028 by in total 0.3 million users (+3.14 percent). After the ninth consecutive increasing year, the Pinterest user base is estimated to reach 9.88 million users and therefore a new peak in 2028. Notably, the number of Pinterest users of was continuously increasing over the past years.User figures, shown here regarding the platform pinterest, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).