Pinterest is set to roll out new e-commerce features that will allow brands to promote their products and ideas.

Founded in 2009, Pinterest is an image sharing and social media website which enables the saving and discovery of images, GIFs, and videos.

Collections on Pinterest can now include slideshows, allowing merchants to create video-like shoppable ad experiences via catalog integrations.

In addition, Pinterest will introduce a new ad format which will allow companies and content creators to work together on commercial partnerships.

This will allow content creators to make video posts which companies can then pay to promote.

The news comes as social media companies such as TikTok and Facebook have unveiled new shopping features in recent months.

In August, Shopify expanded its relationship with TikTok to bring shopping tabs and product discovery to the video-sharing social network.

The line between social media and e-commerce is becoming increasingly blurred.

Over $17.7 billion will be spent annually on social apps by 2025 according to a new report by mobile data and analytics firm App Annie.

The firm predicts annual spending in the market to grow by roughly 30 per cent every year, up from $1.2 billion in 2020.

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