Roblox is known for its immersive, digital worlds — but now, the platform is introducing a new, IRL way creators can monetize. On May 15, Roblox announced that it’s giving creators and brands access to Commerce APIs so that creators can sell physical merch from their games.
As the first “integrated partner” of these APIs, Shopify plays a pretty big role in making this happen. Indeed, if a Roblox creator is a Shopify merchant, they’ll be able to directly sell this merch from their virtual world.
An Approved Merchandiser Program, which allows creators to sync their in-game items with IRL merch, will also launch alongside APIs. This program will also put badges on this merch so customers know it’s authentic.
As the YouTube video shows, gaining access to this merch as a player couldn’t be easier. All you need to do is go to the merch section on your game’s Premium Shop. If you like an item, you can click it to bring up more details.
Some brands, like Fenty Beauty, are already hitting the ground running, with the beauty company offering gamers an exclusive shade of lip gloss.
In a blog post, Roblox said: “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.”
Roblox is already a huge moneymaker in the creator economy, with the platform paying nearly $1 billion in 2024, and with this new tool, maybe the platform will break a billion after all.
