In 2026, Pinterest continues to grow as a key platform for social commerce in Russia, with an estimated 35 million active users engaging with shopping features. The platform's emphasis on visual discovery and product pins has driven significant sales, totaling approximately RUB 12.5 billion. Users tend to spend an average of RUB 4,200 per purchase, reflecting increased trust and convenience in social shopping. The number of product pins has surged to 8 million, showcasing a vibrant ecosystem of sellers and brands.
Russia's social commerce landscape on Pinterest is maturing, with a conversion rate of nearly 4.8%, indicating that a growing portion of users are making purchases directly through the platform. This trend is supported by improved mobile shopping experiences and localized content tailored to Russian consumers. As social commerce becomes a mainstream retail channel, businesses are investing more in targeted advertising and influencer collaborations to capitalize on this expanding market.