Instagram is cutting out another middle man and making it possible to shop directly from one of its most popular features: Instagram Stories.

Since it went into test mode in June, one of the primary stakeholders in the new venture is Shopify (shop, +4.21%), an e-commerce platform and software provider for online retailers, point-of-sale systems, and social media brands. Selling via Instagram Stories will be made available to all of Shopify’s merchants, including the techie shoe brand Allbirds as well as Kylie Cosmetics, a beauty business valued at more than $900 million since launching just three years ago by one of Instagram’s most-followed users, Kylie Jenner.

Merchants will be able to enable shopping within Stories from the Shopify dashboard they use to run their stores.

Instagram, which is owned by Facebook (fb, -0.28%), has been steadily building not only the powers of Instagram Stories (which many critics argue was a copycat of Snapchat) but also its advertising and retail revenue streams. Shopify notes it launched Instagram’s sales channel—in which approved merchants can tag…