Pinterest and Shopify will extend their partnership to a further 27 countries, including Australia, in a move expected to making social commerce easier on the platform.

The partnership will enable Australian businesses to easily bring products to Pinterest and make them shoppable, and allows market-specific feeds, meaning the discovery platform can be used as an online catalogue for brands to show off different products in different markets.

“Social commerce is presenting a range of new ways for entrepreneurs and businesses of all sizes to reach and deeply connect with customers,” said Shopify managing director APAC Shaun Broughton.

“With more online shoppers looking for effortless e-commerce experiences that can be accessed from the ease of their smartphone or an app they already love, we’re thrilled to be partnering with Pinterest in Australia to bring more social commerce capabilities to local entrepreneurs and businesses, while giving Pinners even better digital experiences with brands they admire.”

The partnership’s expansion continues Pinterest’s efforts in turning its discovery platform into one where its ‘Pinners’ can also purchase items that inspire them. And, more people are shopping online than ever before – 450 million of which are using Pinterest.

“Discoverability is top of mind for Shopify merchants – and social commerce has been a driving factor in helping independent businesses build meaningful audiences, particularly throughout this last year when we saw installs of our social commerce channels grow by 76%,” said Lola Oyelayo-Pearson, Director of UX, Channels and Financial Services at Shopify.

“Expanding the Pinterest channel globally will mean that the more than 1.7 million merchants using Shopify can tap into the purchasing power of over 450 million Pinterest users by building thoughtful, targeted marketing campaigns.”