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Pinterest Gets Serious About its Digital Commerce Potential

  • Startup adds tools for shopping and searching by image
  • Other social media sites have struggled to crack commerce
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Pinterest's New Tools to Make Shopping Easier

Pinterest Inc. just got more serious about shopping by taking control of the lucrative digital steps between seeing a photo online and making a purchase.

The San Francisco-based startup said Tuesday that it now has shops for products and pages for merchants where people can find items similar to the ones they have "pinned" on its website or mobile application. Within a posted image, or "Pin," users can now select specific items to search for and buy.