Pinterest today began rolling out its blue Buy It button in its iPhone and iPad apps. At the same time, the social network launched the “Shop our picks” category that features an assortment of the “best hand-picked products” on Pinterest.

Pinterest earlier this month announced the launch of “buyable” pins that enable users to purchase a retailer’s products directly within a pin. The pins feature a blue Buy It button that, when clicked, lets a shopper swipe through size and color options. Once she’s ready to buy she can pay with Apple Pay or a credit card. Pinterest will store personal information for future purchases.

Pinterest says it will have about 2 million buyable products available on its platform “in the next few weeks” and 30 million buyable pins. Among the retailers that will be selling via buyable pins are Macy’s Inc., No. 7 in the Internet Retailer 2015 Top 500 Guide, Neiman Marcus (No. 43) and Nordstrom Inc. (No. 19), as well as retailers that use Demandware’s e-commerce platform like Michaels, and those that use Shopify’s platform like Poler Outdoor Stuff and SOBU.

In adding a Shop our picks category, which is curated by Pinterest, the social network is making buyable pins more useful, says Satish Kanwar, director of product at Shopify. “The strength of Pinterest is that it’s a place that shoppers go to discover products,” he says. “Surfacing products that consumers can buy in a similar way makes sense.”

Pinterest is just one of a number of social networks that have rolled out Buy buttons recently. The same day Pinterest announced plans to launch a Buy It button, Instagram announced it is rolling out a Buy button. Facebook Inc. and Twitter Inc.have also introduced Buy buttons.

Retailers are embracing the social networks’ initiatives because it enables them to reach shoppers where they’re already looking, says Adam Forrest, Demandware’s senior director, Americas marketing. Shoppers are spending less time on e-commerce sites—and even mobile shopping duration fell 43% in the first quarter, according to Demandware—while they continue to spend more time on Facebook, Pinterest and other social networks. “Retailers want to capture consumers’ mindshare where they are,” he says.