Roblox Unlocks Next-Generation Commerce With In-Game Shopping for Physical Items

• Today, Roblox is giving creators the tools to create new shopping experiences that enable users to discover and buy across physical and digital spaces.
• Users can now buy physical products directly within their favorite Roblox experiences and receive avatar items as part of the purchase.
• Eligible creators (including brands) can bundle physical purchases with digital items via Roblox’s new Commerce APIs, with Shopify as our first integration partner.
• Our new Approved Merchandiser Program enables creators, brands, manufacturers, and IP holders to link off-platform retail or e-commerce purchases to avatar items and accessories on Roblox.

Every day, an average of 97.8 million users¹ come to Roblox to discover, create, express themselves, and play with friends. As we reimagine how people come together, we believe these behaviors will extend to the way people shop and interact with products across the physical and digital world. Today, Roblox is expanding our commerce capabilities with the Roblox Commerce APIs, with Shopify as our first integrated partner. We’re also announcing the Approved Merchandiser Program, which connects physical shopping with virtual goods and benefits on Roblox.

These announcements reflect our broader vision of creating new ways to shop that feel more like a virtual mall, where users can discover, try, and buy products in ways that feel organic, social, and fun.

Eligible creators, including brands, can now sell physical products within their Roblox experiences. This is available now in all-ages experiences for U.S. users ages 13 and up². In the future, we will add more partners and expand to more markets, making it easy for creators and brands to offer their products worldwide.

Our vision for the future of shopping is an experience that’s more exciting and social than the traditional online shopping experience. On Roblox, you can explore virtual stores, try on clothes, and share the experience with others. This naturally builds interest and purchase intent. Now we’re taking it one step further, bridging the gap between virtual and real-world shopping by enabling Roblox users to purchase physical items.

For example, creator studio Twin Atlas leveraged Roblox Commerce APIs in their games Creatures of Sonaria, Dragon Adventures, and World // Zero, resulting in six-figure commerce revenue during the first few weeks. Approximately 90% of their total orders are via their in-game commerce integration³, with half of those coming from repeat customers. This success demonstrates their community’s strong demand for physical products, particularly when paired with in-game items.

Brands such as Fenty Beauty are starting to utilize commerce on Roblox. The 2023 Roblox Digital Expression report showed that 50% of Gen Z respondents are very or extremely likely to consider a brand in the physical world after trying on its items virtually.

Fenty’s new shoppable game offers a brand-new shade of its Gloss Bomb Universal Lip Luminizer exclusively in-game, allowing fans to explore, discover, create, and shop without leaving Roblox.

Diamond-certified global superstar The Weeknd is also exploring commerce as part of his groundbreaking, playable world-building experience that is launching on Roblox tomorrow. It will include an exclusive shoppable ticket bundle for his film "Hurry Up Tomorrow" paired with a limited-edition digital item on Roblox.

Today, creators and brands who are Shopify merchants can incorporate commerce into their experiences, and creators can easily sign up with Shopify in order to participate. Soon, brands will be able to sell physical products within popular community-created experiences, creating new avenues for discovery where large audiences are playing every day.

Creators, brands, and intellectual property (IP) holders can enhance their retail presence by connecting product purchases at retail destinations with the ability to unlock digital items on Roblox through the Approved Merchandiser Program (AMP). This program will help create more appeal with consumers and grow the value of IP on Roblox and beyond. As the connection between physical and digital commerce scales, the AMP program and badge on physical items will signify a marker of authenticity for consumers.

Products carrying the badge will include a code for a unique digital item relevant to the IP that they can use on Roblox. One creator using AMP is Innov8 Creative Academy, who recently launched their Deddy Bears Tower Defense experience on Roblox. They paired the purchase of plush Deddy Bears (Toy Association Collectible of the Year) with unique digital wings, hoods, and crowns users' avatars can wear on Roblox.

Through our Commerce APIs and the Approved Merchandiser Program, Roblox is building commerce experiences that match the way consumers want to navigate the world, opening up new economic opportunities for creators and brands.