Line, the Japanese messaging app that’s found success in parts of Asia and around the world, announced today it has officially soft-launched Line Mall, its long-anticipated e-commerce component. The app is currently available for download on Android in Japan’s Google Play store.

Messaging app Line began the limited rollout of its new C2C e-commerce platform Line Mall today (link to TechCrunch Japan article via Google Translate). The app, which is now available for download in Japan’s Google Play store, is a sign that the service is doubling down on its efforts to increase engagement among users as it competes WeChat, WhatsApp and other popular messaging apps. Line Mall will officially launch next spring with an iPhone app and more features.