Instagram is a great place for retailers and brands to get pretty, filtered pictures of their best products in front of the masses. However, it’s not the best way to get shoppers to actually buy said products, because you can’t include external links in Instagram posts. Companies have popped up to help retailers get around this issue, but now, one brand has created their own in-house app to make shopping its Instagram products possible.

Marc Jacobs Beauty is the latest retailer to develop their own way to shop the products featured on their feed. All followers have to do is sign up with their email and Instagram handle, and then start liking the pictures of the items they’d like to buy that have the hashtag #shopmj attached to them. Each week, the Marc Jacobs team will send an email with the purchase details for the products they’ve liked.

Sounds simple enough, right? We can see this trend catching on across multiple brands. Recently, Nordstrom launched a site, Like2Buy, that mirrors the set up of Instagram and the Nordstrom profile, but has the ability to link to items for purchase. Turning Instagram likes into money is the current question on retailers minds, so we’ll just have to see which trick works best.