Pinterest has something other social media platforms don’t: users who often think of the app, first and foremost, as an inspiration for making purchases. People come to the digital scrapbooking app to look for decor and outfits, curating themed boards and following creators for ideas before making purchases. 

So it’s about time Pinterest made it easier to buy within the app. It announced new features that will roll out this year at its virtual advertiser summit Thursday. The biggest for users is a personalized shopping page, which will use an algorithm driven by each user’s tastes and preferences. This is similar in concept to Instagram’s shopping tab, which displays editor’s picks and featured collections along with personalized displays like “Clothing for you,” or “Shops for you.”