Roblox creators can now sell physical merch in-game

Purchasing virtual in-game items has always been a common practice on Roblox. However, now users have the opportunity to shop for physical merchandise and receive an avatar item as a bonus. According to Roblox‘s recent announcement, eligible creators can now bundle digital items with physical purchases, creating new revenue streams within the game.

“Our vision for the future of shopping involves a more engaging and social experience compared to traditional online shopping. On Roblox, users can explore virtual stores, try on clothing, and share the experience with others,” the announcement states. “This immersive experience naturally boosts interest and purchase intent. By bridging the gap between virtual and real-world shopping, we are enabling Roblox users to purchase physical items.”

Roblox boasts a vast collection of popular titles, some of which surpass even the most-played games on Steam. For example, Brookhaven RP has garnered over 23 million favorites and boasts more than 477,000 active players at the time of writing. Roblox highlights the success of one of its creator studios, Twin Atlas, which earned six figures in just a few weeks of utilizing the commerce platform. The potential for significant earnings is evident, especially for the platform’s most popular games.

Players can now browse real-world items, virtually try them on, and assess how they look before making a purchase decision. A 2023 survey revealed that many shoppers, especially Gen Z, are more inclined to buy an item after trying it on virtually.

Roblox has established a partnership with Shopify, with the platform being referred to as its “first” integration partner, hinting at more collaborations in the future. Recognizable brands are also joining in, with companies like Fenty Beauty utilizing the Roblox commerce platform. Additionally, The Weeknd is offering a ticket for his upcoming film along with a digital in-game item.

To utilize this platform, interested individuals must meet certain criteria to become eligible creators. These requirements include ID verification, having a Roblox Premium subscription, and adhering to Roblox’s Community Standards. This initiative joins other programs that creators can leverage to generate real-world revenue from Roblox users, such as the Creator Affiliate Pilot Program and selling avatar items and games.