Roblox Introduces Commerce APIs for Selling Physical Merchandise in Experiences
Roblox has recently announced the launch of new Commerce APIs that allow creators on the platform to sell physical merchandise directly within their experiences and games. This new offering provides creators with an additional revenue stream beyond virtual goods and one-time fees.
The company initially tested the ability to purchase physical merchandise within select branded experiences in mid-2024. Following a successful partnership with Shopify, Roblox has now opened up this integration to all eligible creators and brands after completing a closed beta test of its Commerce APIs.
Users in the U.S. aged 13 and above can now purchase physical products in all-ages experiences on Roblox. The platform plans to expand this feature to more markets and add additional partners in the future.
One of the first brands to take advantage of this new feature is Fenty, which will be offering an exclusive Gloss Bomb shade called “Grape Splash” in a shoppable experience within Roblox.
In addition to standalone physical purchases, eligible creators and brands can also bundle physical products with digital items using the new Commerce APIs. This means that users could buy a physical item and receive a corresponding digital item for their avatar.
Roblox has also introduced the Approved Merchandiser Program (AMP), allowing creators and brands to link their real-world or online store purchases to avatar items and accessories on the platform. Products approved under the AMP program will feature a badge indicating authenticity and include a unique digital item code for users to redeem on Roblox.
The company shared in a blog post, “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.”
According to Roblox, creator studio Twin Atlas has already leveraged the Commerce APIs to sell physical products in their games and has seen significant success, with around 90% of their total orders coming from in-game commerce integration.