GameStop&39's new marketplace on Facebook.

Video game retailer GameStop is looking to generate more cash via Facebook.

The company announced today that it has partnered with social-commerce company Adgregate Markets to launch its own Facebook-based store, called ShopStore. Just like on GameStop's home page, customers can sift through gaming hardware and software, add them to their cart, and purchase them right from the Facebook app.

"Social commerce on Facebook is a natural complement to our trusted store and online networks," Kelly Mulroney, vice president of ecommerce at GameStop, said in a statement. "We have millions of customers already engaging with us on Facebook, and ShopFans gives those loyal fans more reasons than ever to shop GameStop across multiple channels."

GameStop's store is based on Adgregate Markets' ShopFans solution, which lets retailers create a Facebook marketplace for their customers. It joins a growing number of companies using the technology, including Old Navy, Banana Republic, and Nike.

GameStop's marketplace mimics that of its home page. Customers can watch product videos, see reviews, and seek out its brick-and-mortar locations.

Aside from its look and feel, the store also enables people to preorder games for pick-up at one of the company's brick-and-mortar locations. Members in its PowerUp Rewards program can earn and redeem points when making purchases in the Facebook store.