Roblox just announced a super cool new feature! Now with this direct-to-creator physical merchandise, creators can sell this type of physical merch directly in their games and experiences. The launch of Commerce APIs represents a transformative new capability. This new development dramatically alters the user experience and interaction with the virtual storefront. The offering—which is still in beta—is designed to improve the experience for users, while giving creators more ways to earn money.
Beginning today, U.S. users age 13 and older will be able to buy physical goods directly from all-ages experiences on Roblox. This new feature is just one piece of Roblox’s larger effort to connect the virtual and real shopping worlds. In June 2024, the company began testing the ability to purchase physical goods within its proprietary branded experiences. This program really paved the way for a larger pilot rollout.
Roblox’s Approved Merchandiser Program (AMP) further expands these creator-brand opportunities. Your purchases from IRL and e-commerce retail partners can tie directly back to avatar assets and in-game accessories. This seamless integration significantly improves the user experience. It expands possibilities for creators to earn revenue outside of the virtual goods economy.
“Our vision for the future of shopping is an experience that’s more exciting and social than the traditional online shopping experience.” – Roblox
To get ready for this launch, Roblox has collaborated with Shopify, the news of which broke in September 2024. The joint effort’s goal is to make the technical and legal realities easier for creators who want to sell physical items in their experiences. Already, creator studio Twin Atlas has utilized the Commerce APIs in their games, generating impressive six-figure revenue within weeks of implementation. They attribute nearly 90% of their total orders to the seamless integration of in-game commerce. That just goes to show the incredible opportunity for success with this wonderful new feature.
Roblox notes that qualifying products with the special badge will come with a unique code redeemable for a digital good. This maximizes user value by further aligning it with the IP. This cool integration brings players to virtually enter shops and fit clothes on them. Now they can post their shopping trips for their friends and fellow app users to see!
“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
Roblox is developing its marketplace capabilities at a blistering pace. It has plans to onboard additional partners and roll these features out to other markets in the very near future. Now the company focuses on creators, arming them with an easy-to-use toolset that supercharges user interaction. Simultaneously, it encourages a creative retail landscape.
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