Dive Brief:

• Pinterest has launched a mobile-only curated “Pinterest Shop” that features all of its buyable pins.

• Retailers can set up shops-within-the-shop to highlight their own buyable pins.

• And the company said that its buy buttons, launched in June, and The Pinterest Shop can now also be found on Android phones. Pinterest’s number of buyable pins has doubled to 60 million since launch.

Dive Insight:

Thanks to its aspirational basis and curation focus, Pinterest has always been a natural for shoppability. The site has been cautious though, in an effort not to upset the apple cart or spook its users, and it's been largely successful in avoiding the kind of clunky roll-outs that Facebook has become known for.

The new “shop” for example will be closely tied to users’ interests by cleaving to trending topics and categories, a move that appears to be natural for Pinterest.

“As a catalogue of ideas, our mission isn’t to just show you those ideas, but to help you bring them to life,” Pinterest spokesperson Jamie Favazza told Wired magazine.