pinterest-online-shoppingA recent Shopify-generated study data, indicates that for the second quarter in a row, Pinterest is leading in U.S. e-commerce conversion rates. Digital marketers are eyeing these stats as Pinterest begins to roll out its sponsored pin program and stores decide where to allocate their social media budget, which is projected to account for 18 percent of retailers’ total advertising budgets within the next five years.

71% of U.S. adults online have a Facebook account, a massive number of users that partially drives the social media platform’s high rate of overall traffic to advertisers and is seen as the obvious choice if a company is making an announcement such as introducing a new brand. But according to data technology firm BloomReach, which researched the conversion rate of advertising into sales, domestically, Pinterest beat all other social media sites and accounted for 22 percent more sales than Facebook.

Pinterest, now valued at $3.8 billion, accounts for 24% of all U.S. social networking shares, with Facebook maintaining a strong margin at 43 percent. In the U.S. e-commerce space, Pinterest held a 1 percent lead over Facebook, at 40 percent. According to a Shopify study of Pinterest users, they are 10 percent more likely to buy a product than those coming from other social media sites and generally spend more than double on their orders. Last year, 70 percent of Pinterest’s content was user generated, and, assisted by its visual design, was credited for tripling online retailers’ revenue during last year’s Cyber Monday.

Pinterest is leveraging those conversion numbers with its introduction of sponsored pins after a small but successful round of testing six months ago, expected to be rolled out site-wide by next quarter. AdAgefound that while no official date for the introduction of sponsored pins has been announced, Pinterest is initially asking prospective advertisers for spending commitments between $1 million and $2 million. There is no current word on if that pricing plan will decrease in the future.