Roblox just took a giant leap from digital fashion into real-world commerce, introducing a new feature that lets players buy physical products directly inside the platform. Starting May 15, 2025, this immersive commerce rollout opens the door for real purchases with digital perks, all from within Roblox games.
🛍️ What’s New in Roblox Commerce?
Through a new partnership with Shopify and the debut of Roblox Commerce APIs, players can now:
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Buy real-world items while exploring in-game worlds
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Get digital twins of purchased products for their avatars
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Check out through a native Shopify interface without leaving Roblox
This update transforms Roblox from a creative platform into a fully interactive shopping metaverse.
💄 Fenty Beauty Leads the Launch
Fenty Beauty is the first brand to activate this new feature, offering:
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A limited-edition Gloss Bomb Lip Luminizer
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In-game shopping inside a branded Fenty Roblox experience
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A real product delivered to your door — plus a matching digital item
“We’re merging the physical and digital worlds,” said Nanette Wong, VP at Fenty.
👩🎨 Why It Matters for Creators & Brands
This is more than just shopping:
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🧑🎨 Creators can now monetize through physical goods partnerships
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🛒 Brands gain access to Gen Z audiences in a gamified environment
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📊 Roblox data shows 50% of Gen Z users are more likely to buy IRL after virtual engagement
Stephanie Latham, Roblox VP of Brand Partnerships, noted:
“This is the future of interactive commerce. It’s how Gen Z shops.”
🧩 What Makes Roblox’s Model Different?
Unlike traditional e-commerce:
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Physical items are bundled with digital accessories or exclusive gear
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Transactions occur entirely in-game — no redirection
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Brand experiences become playable storefronts, not just advertisements
This approach taps into loyal fan ecosystems, creating real-life purchase intent through virtual immersion.
🚀 What’s Coming Next?
Roblox plans to:
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Expand shoppable integrations across more experiences
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Add new brand partnerships across fashion, tech, and beauty
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Roll out creator tools to enable independent merchants and developers
This update represents the beginning of a commerce ecosystem inside Roblox.
✅ TL;DR – Roblox Real-World Shopping in the Metaverse
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Launch Date: May 15, 2025
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First Partner: Fenty Beauty (limited-edition lip gloss)
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Commerce Tools: Powered by Shopify and Roblox APIs
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Digital Perk: Real product + in-game version
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Why It Matters: New monetization path + Gen Z commerce revolution
