Pinterest Brings Shopping to Connected TV as Commerce Moves Into Entertainment

Pinterest has spent years positioning itself as a place where inspiration turns into intent. In March 2026, that positioning takes a notable step forward as the company debuts Bring My Pinterest to Life, a shoppable connected TV series launching on Roku. The move reflects a broader effort by Pinterest to extend commerce beyond traditional digital formats and embed shopping directly into entertainment environments.

The six episode series is produced in partnership with B17 Entertainment and features creators Drew Michael Scott, Caroline Vazzana, and Tay BeepBoop Nakamoto. Each episode follows individuals who work with the creators to transform ideas saved on Pinterest into real spaces or experiences. Products and brands appear as part of those transformations, rather than as separate advertising units, allowing viewers to move from watching to saving ideas or shopping featured items within the Pinterest ecosystem or directly with retail partners .

Why connected TV matters to Pinterest

Connected TV has become one of the fastest growing areas of digital advertising, but it has historically been difficult to link television exposure to measurable commerce outcomes. Pinterest’s move into CTV is notable because it combines long form video storytelling with the platform’s core strengths: visual discovery, intent signals, and downstream shopping behavior.

Rather than treating television as a pure awareness channel, Pinterest is testing whether inspiration driven content can also support product discovery and purchase consideration in a single flow. Viewers can save ideas to their Pinterest boards, explore related products, or navigate directly to participating brand or retailer sites after seeing them in context on screen .

Integrated brands instead of traditional ad breaks

Brands featured in Bring My Pinterest to Life include Wayfair, eos, and Michaels. Their products are woven into the episodes as part of the creative outcomes, not segmented into conventional commercial breaks. This approach aligns with a broader shift in media where brands seek to appear as part of content rather than interrupt it.

For retailers and CPG companies, the format offers an opportunity to show products in use, tied to real consumer inspiration, rather than relying on static placements or short form ads. While the series does not guarantee conversion, it creates a more natural bridge between storytelling and commerce than traditional TV advertising models .

Part of a larger commerce expansion strategy

The connected TV series is not an isolated initiative. It builds on several commerce focused developments Pinterest has rolled out over the past two years. In late 2025, the company began piloting a shoppable recipe experience in the United States that allows users to add ingredients directly from Pinterest to their Walmart online cart. Similar functionality has existed with Albertsons since 2021, integrating saved recipe pins into grocery shopping workflows.

Pinterest has also expanded shoppability across ads and retail partnerships. Its “where to buy” links, introduced in 2025, allow users to see multiple in stock retailer options directly from an ad unit. More recently, Pinterest partnered with Instacart to make ads directly shoppable using Instacart’s first party purchase data, enabling advertisers to reach audiences based on real world buying behavior .

Performance measurement comes into focus

Another important signal for retailers and brands is Pinterest’s intent to acquire tvScientific, a connected TV performance advertising platform. Announced in December 2025, the acquisition is expected to strengthen Pinterest’s ability to measure outcomes from CTV campaigns, including how television exposure influences actions across other digital channels.

If completed as planned, the combination of Pinterest’s intent data with tvScientific’s performance measurement capabilities could help advertisers better understand how connected TV fits into the broader media and commerce mix. That context matters as more commerce activity moves into formats traditionally viewed as upper funnel .

What this signals for retail and CPG leaders

Pinterest’s move into shoppable connected TV reflects a larger shift in how consumers discover products and how brands think about media investment. Inspiration no longer lives in a single channel, and purchase decisions increasingly span mobile, desktop, and now television environments.

For retail and CPG leaders, the development is less about one series and more about the direction it represents. Commerce is becoming more ambient, more integrated, and less confined to explicit shopping moments. As platforms like Pinterest experiment with blending entertainment and shopping, brands will need to evaluate how storytelling, measurement, and retail partnerships come together across screens, without assuming that every impression must immediately convert.

What is clear is that the boundary between content and commerce continues to narrow, and connected TV is emerging as an important testing ground for what comes next.

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