Roblox has announced a new commerce integration with Shopify that will allow brands with Shopify storefronts to sell physical items directly in their Roblox games. Shopify plans to begin piloting the integration soon, with a larger launch of the capability planned for 2025.
“You’ll be able to buy everything from clothing to unique accessories, collectibles [directly on Roblox] — the possibilities are endless,” said Shopify President Harley Finkelstein in a video where he appeared as a Roblox character. “We deeply believe that commerce is happening everywhere, and we’re making it possible for people to shop wherever they spend time, from physical stores to online to the digital world. Of course one of the most relevant places in that digital world right now is Roblox. This partnership is going to help shape the future of immersive commerce. This is the next iteration of what retail shopping experiences look like.”
Not only will the integration give Shopify brands another selling channel, but as the company pointed out in its announcement, it also will open up new financial opportunities for Roblox creators to partner with those brands for commerce activations.
More than one-third of the world’s population already regularly spends time playing video games and many of them are on Roblox, which has proven to be one of the most popular gaming environments for brand integrations. The platform boasts 80 million daily active users (as of Q2 2024) and a whole host of retail brands are already active in the space, including Claire’s, Ulta Beauty, Ikea, Mattel’s Barbie, Fenty Beauty, Coach and Pacsun to name just a few.
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A number of larger brands also are trying out their own commerce integrations in Roblox, including E.l.f. and Walmart, but this partnership with Shopify will open up that opportunity to millions of smaller brands and retailers.
