Having launched “buyable pins” for iOS users in the US in July, Pinterest rolled out the service to Android users in the States too.

“There are over 60 million buyable pins to choose from, so now when you discover products you love on Pinterest, you can buy them without ever leaving the app,” the company said.

The company also plans to roll out a new feature called Pinterest Shop in the coming weeks.

“Now you can shop the best of Pinterest at our brand new shop. Stop by every day for new collections, hand-picked by us,” it said.

Partner brands include Bloomingdale’s and Nordstrom, and smaller boutiques users “might not find elsewhere” like The Citizenry and Heist.

Facebook too is testing a shopping section for its app as a way of extending the commerce capabilities of its core social networking product while messaging app LINE has gained a raft of additional features for e-commerce.

As Pinterest pointed out, these social media giants want to keep users inside the app for as long as possible.