Microsoft it is reportedly testing out a new retail marketplace in the U.S. on its Bing search engine, according to multiple news outlets.

Called “Buy Direct,” the third-party marketplace is being integrated into Bing’s existing ecommerce experience, Start Shopping, where consumers can find products and are then directed to a retailer’s website to make the purchase. Buy Direct will allow shoppers to complete their purchases directly in Bing.

“This is a new product experience that we recently launched with limited sellers to our customers in the U.S,” a Bing spokesperson told Search Engine Land. “We’ll continue to listen to feedback as we explore new ways to serve our customers.”

At the moment a “couple hundred U.S.-based online sellers” are reportedly participating in the beta test of Buy Direct, but a source told Business Insider that Microsoft hopes the service will drive $25 million in gross merchandising value (GMV) by fiscal 2023, which ends June 30, 2023.