The account offers hundreds of shoppable product Pins from 17 small businesses that craft and sell unique goods.

Pinterest said each of those businesses’ boards contains roughly 20 products, with Pins leading directly to the checkout pages for those businesses.

The company added that it will continue to update @PinterestShop with more products from more select businesses.

Pinterest shared the following data to back the debut of @PinterestShop:

• Participating retail brands saw double the return on ad spend with Pinterest and 1.3 times higher ROAS than with traditional search.
• 83% of weekly Pinners have made a purchase based on content they saw from brands on Pinterest.
• 48% of people use Pinterest to find and shop for products, more than three times the 14% who so do on Facebook according to Cowen & Co.
• 57% of weekly Pinners have used Pinterest while shopping in stores, according to GfK.

Pinterest also shared details on the 17 small businesses that are part of @PinterestShop as it debuts:

Aplat Collection: Founded by Shujan Bertrand in San Francisco, Aplat is a culinary design company that makes products centered around sharing food, wine and flowers. Bertrand was inspired by her years spent in France for this collection- her designs embrace a more sustainable future, crafted to conserve and replenish limited resources by using them more wisely and efficiently.

Art of the Gentleman: Art of The Gentleman’s founders—Robert Remak, Devin Panlaque and Trevor Blessinger—met in a corporate office, where they bonded over their passion for style. What started as a friendly feud over who had the best looks turned into an office following where their co-workers would ask for advice. They decided to create an outlet that represented all of their unique styles and would make dressing up easier for those who aspire to the “Gentleman Moniker.”

The Citizenry was founded by two college friends, Carly Nance and Rachel Bentley, in Dallas. After growing frustrated by the mass-produced goods offered by traditional retailers, they set out to transform modern home goods with The Citizenry, a company that celebrates the artisans behind the products. Each season, they introduce a new collection from a new corner of the world.

CurlMix is a family-owned company on the south side of Chicago that gives curly women the best wash and go. Co-founder Kim Lewis quit her first job fresh out of college to throw herself into the beauty space. Knowing that she’d need some capital to start her first business, she had the idea to sign her husband up for Who Wants to Be a Millionaire. He went on to win $100,000 and invest in their first business.

Etta + Billie: Alana Rivera is the founder of Etta + Billie, an all-natural skincare line for foodies. She created her line from her kitchen and found inspiration in her favorite foods. Lavender shortbread became Lavender Soap. Coffee with fresh mint became Cold Brew Mint Coffee Scrub. Cardamom Old Fashioned became Grapefruit Cardamom Body Oil. Rivera, a longtime user of Pinterest, turns to the platform to find inspiration on how to style her photoshoots and packaging ideas.

Flyaway Bluejay: Holly Feld fell in love with scent at a young age, collecting perfumes and candles on every occasion and every trip. To continue her passion for a beautifully scented home, she started creating her own line of naturally scented products called Flyaway Bluejay. Her candles are made of plant-based wax and are scented with essential oils. She uses Pinterest to create a lifestyle around her brand and reach new customers.

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