Dive Brief:

• In a bid to expand its checkout technology, Shop Pay will be available for merchants on Facebook, Instagram and Google, Shopify announced on Tuesday. 

• Sellers on Facebook and Instagram will be able to use the feature this summer, and Google merchants will be able to use the feature in late 2021, Shopify said. 

• The move makes Shopify's Shop Pay function available to sellers who don't use Shopify's online store, a step on the path to "becoming the preferred checkout for all merchants," the company said.

Dive Insight:

Shopify first announced its integration into Facebook and Instagram in February, but the feature was only available to Shopify merchants at that time. The extension of Shop Pay to other digital platforms will give access to more independent brands whether they currently use Shopify or not, the company said in a statement.

In its announcement, the platform boasted multiple benefits for Shop Pay users, including a higher conversion rate, order management and tracking, and a carbon-neutral payment option for shoppers. 

"Having an accelerated checkout like Shop Pay has been invaluable for our brand. As an ecommerce store owner we're always looking for ways to increase our conversion rate," Edward Glassman CEO and co-founder of Bryan Anthonys said in a statement. 

Shop Pay's Google and Facebook integration follows Shopify's previous efforts to find new benefits for its merchants and expand its tools beyond its merchant community. For example, in late May, the platform teamed up with Google to feature Shopify merchants' products and highlight them within Google's mobile-first browsing tools. And in May 2020, Shopify debuted multiple new and improved products, including installment payments, Shopify Balance and a Shopify Balance card.