Mike Isaac, writing for The New York Times:

Pinterest, the online social bookmarking site, has long claimed to be a way to help people discover new things in the real world. Soon you will be able to buy those things, too.

The San Francisco-based company announced Tuesday that it will now let users purchase things from inside of pinned items, in what is its first foray into bringing e-commerce to the platform. The new product, named “Buyable Pins,” allows sellers large and small to essentially stick a “buy” button on items that they post to the site.

Buyable Pins will launch in the United States initially, and the service will support on Apple Pay on iOS.

Considering how Pinterest reinvented the wish list on mobile, it only makes sense for them to jump into the e-commerce business in a mobile-first fashion. Pinterest says that items will be “handpicked” and that they won’t make money off transaction fees, relying on promoted pins (ads) to let advertisers promote their products on the service.

They also made a great promo video for the new feature, which you can watch below.