Mailchimp, the popular email newsletter service and marketing platform, today announced a partnership with Square that will allow its users to create landing pages with built-in e-commerce features. These shoppable landing pages are meant to give businesses a new sales channel to sell things like limited-edition goods or run-targeted promotions.

Sources inside ecommerce rival Shopify, meanwhile, say the announcement was what triggered Shopify pulling the Mailchimp for Shopify app from its app store.

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