At a special event in San Francisco today, Pinterest unveiled a new Buyable Pins feature which will enable its users to purchase things they pin from within the app itself. The working concept is the same as before. The Rich Pins, which contained more information which users used to pin their favorite recipes or stuff, will get a new button adjacent to the Pin It button from where one can compare prices and buy the item directly from partners. Best, it accepts Apple Pay besides cards. Pinterest is reportedly working with Stripe to handle its payments and is closely working with Apple to make sure that the customer card information can never be accessed by the partners. “Right now since everyone uses their phone, but it’s still a pain to buy things,” Pinterest CEO Ben Silbermann said at the event. “There are fiddly menus, you have to squint to see the images.” The company is also opening up its app for third-party developers to make buying much easier. The app already has a pretty huge user base locally as well as internationally.