Facebook is launching Shops, a service that will allow businesses to display and sell products on the social network’s platforms, chief executive Mark Zuckerberg says.

The move to build up e-commerce offerings follows Facebook’s launch last year of limited shopping options on photo-sharing app Instagram and messaging service WhatsApp.

Company leaders wager that making the platforms more business-friendly will generate fresh ad revenue, even as user growth slows.

Facebook Shops will tie at least some of those efforts together, enabling businesses to set up a single online store accessible via both Facebook and Instagram.

A checkout feature will enable in-app purchases, while a messaging feature will allow customers to chat with businesses through WhatsApp, Messenger or Instagram Direct.

Zuckerberg also said the world’s largest social network would be working more closely on product integrations with Shopify and seven other online commerce platforms going forward.

He had Shopify chief executive Tobias Lutke join him in a livestreamed video announcing the partnerships on Tuesday.