Roblox has unveiled new commerce capabilities that allow users to purchase physical products directly within virtual experiences on the platform. The new Commerce APIs integrate with Shopify as the first partner, enabling eligible creators and brands to sell tangible goods to users ages 13 and up in the United States.

The platform, which hosts an average of 97.8 million daily active users, aims to transform online shopping into a more interactive and social experience. Users can now explore virtual stores, try products, and make purchases without leaving their favorite Roblox experiences.

“Our vision for the future of shopping is an experience that’s more exciting and social than the traditional online shopping experience,” Roblox states in the announcement.

The company reveals that creator studio Twin Atlas has already implemented the Commerce APIs in multiple games, generating six-figure revenue within weeks of launch. Approximately 90% of their total orders came through in-game commerce integration, with half from repeat customers.

Brands are also utilizing the new tools. Fenty Beauty has created a shoppable game offering an exclusive shade of its Gloss Bomb Universal Lip Luminizer, while musician The Weeknd is launching a world-building experience with a shoppable ticket bundle for his film “Hurry Up Tomorrow.”

Approved Merchandiser Program Links Physical and Digital Items

The announcement also introduced the Approved Merchandiser Program (AMP), which connects physical retail purchases with digital items on Roblox. The program allows creators, brands, and IP holders to bundle physical products with unique digital items for use on the platform.

Products participating in the program will display an AMP badge as a mark of authenticity. Innov8 Creative Academy has already implemented this approach with their Deddy Bears products, which include digital accessories for users’ Roblox avatars.

These developments follow Roblox’s continued growth in the creator economy. The platform distributed $803 million to its global creator community during the 12 months ended June 30, 2024, representing an 18% increase from the previous year.