Pinterest Tops 600M Monthly Users, Focuses on Shopping Tools

Pinterest has surpassed 600 million monthly active users, according to its latest quarterly report, marking continued momentum for the platform as it leans further into product discovery and shopping features. The company added 22 million users since the previous quarter, with growth occurring across all regions. This is notable after the platform saw a decline in European users earlier in the year, suggesting stabilization and renewed interest outside its core U.S. audience.

Much of Pinterest’s recent expansion has come from countries categorized as “Rest of World,” particularly Brazil and Mexico. However, the company still generates most of its revenue from the U.S., where average revenue per user remains significantly higher than in international markets. Europe also continues to outperform newer regions in monetization, highlighting the ongoing challenge for Pinterest: translating user growth into stronger commercial returns.

Pinterest reported just over $1 billion in revenue for the quarter, representing a 17% year-over-year increase. The majority of this income comes from advertising, and while the growth is steady, it hasn’t accelerated at the same pace as the user base. Average revenue per user has not increased significantly, underscoring the platform’s need to expand and localize its ad offerings, particularly outside of North America.

A key part of Pinterest’s strategy centers on improving product discovery through AI. The company recently introduced an AI assistant that pairs conversational queries with visual search, helping users find items more closely aligned with their style preferences. Unlike some competitors experimenting with generative content, Pinterest is applying AI specifically to enhance search relevance and shopping pathways.

The long-term question is whether Pinterest will deepen its integration of in-app commerce. The platform has pushed brands to upload product catalogs and streamlined its listings, but direct purchases remain limited. While some social platforms have struggled to convert users to in-app buying, Pinterest is positioned differently, functioning less as a social network and more as a visual shopping inspiration tool.