Shopify is helping retailers turn conversations into sales via Facebook Messenger.

The e-commerce company, which already allows merchants to chat directly with customers, has launched the ability to conduct in-app business as well. Now, when potential patrons in Australia, Canada, the US, and the UK start a conversation with one of Shopify's vendors, they will be met with the option to "Shop Now"; tap the button to view the company's product catalog.

"With Shopify and Messenger, you can connect with your customers, put a face to their names, and offer them a real-time, personalized service," Shopify product lead Brandon Chu wrote in a blog post aimed at retailers.

To get started, merchants can add the Messenger channel in Shopify, connect their Facebook Business Page, and choose the products they'd like to sell through the app. Customers can then ask questions in Messenger, and get automatic order tracking and shipping updates upon purchase.

"This can help you build the same strong, one-to-one relationships neighborhood store owners once built with their customers," Chu continued. "Establishing those deep, personal relationships is how you build brand loyalty; it's how you build a company people love."

According to TechCrunch, Shopify intends to launch its messaging tools for use with other platforms in the future. But for now, the Canadian company is focused on Facebook Messenger.