Shopify is now giving its millions of merchants more ways to diversify their store offerings. Through the Venly Shopify merchant app, the multinational e-commerce company will enable the design, minting, and sale of NFTs based on the Avalanche network, according to an announcement.

Storefronts can sell NFTs with “minimal technical knowledge” using the Venly Shopify merchant app, and NFTs created by merchants are “automatically turned into products” that can be displayed and purchased on their storefronts. 

According to the announcement, users do not need to be tech savvy and there is no need for a pre-existing digital wallet to purchase an Avalanche NFT. Instead, after an NFT purchase from Shopify, buyers receive an email with a link to a new wallet and this wallet contains the NFT and can be sent to any other wallet, such as Core.

The layer-1 blockchain platform, which is billed as a faster and less expensive alternative to top NFT platform Ethereum, was previously only available to a select group of Shopify users but is now available to all merchants on the platform.

The integration makes it easy to navigate Avalanche NFT sales from initial design all the way through final distribution,

says John Nahas, vice president of business at Ava Labs.

Shopify merchants can use Venly to sell NFT collectibles, offer NFT token-gated experiences, or tie NFTs to physical products for authentication, among other options.

Shopify is a major ecommerce platform that powers online storefronts for millions of sellers worldwide. Tobi Lütke, CEO of Web3, also serves on the board of directors of cryptocurrency exchange Coinbase.

Our growing blockchain ecosystem demonstrates our commitment to supporting merchants as they sell NFTs directly through their storefronts, helping to further grow participation in Web3 and expand what’s possible in commerce.

said Shopify’s blockchain ecosystem lead Christina Lomazzo.

In July 2021, the e-commerce giant launched its first NFT integration, allowing merchants to sell NFTs directly from their stores rather than through third-party marketplaces. Furthermore, the platform released an NFT collection in collaboration with the NBA’s Chicago Bulls.

Avalanche is the second network to be supported by Venly after Polygon, and Tim Dierckxsens, CEO and co-founder of Venly, stated that in the future, Venly plans to add support for NFTs minted via Hedera and Ethereum scaling network Immutable X.

With Shopify’s vision to make commerce better and our goal of making blockchain simpler, we offer businesses an accessible point of entry to both.

Dierckxsens said.