The e-commerce giant will soon pilot its Checkout solution within the gaming platform, enabling the sale of physical products.
Roblox has partnered with Shopify as its first commerce integration partner, aiming to bring transactions closer to the gaming experience, according to a press release.
As part of the collaboration, Shopify will pilot its Checkout solution on Roblox, allowing creators, developers, and brands using Shopify to sell physical products directly within the gaming platform.
Although this feature is currently in its pilot phase, a broader launch is planned for early 2025. This initiative highlights how companies are blending commerce with immersive experiences to engage tech-savvy consumers, particularly Gen Z.
Shopify has become Roblox’s first commerce integration partner, enabling the e-commerce company to launch its Checkout functionality within the gaming platform for a more seamless shopping experience in virtual worlds. This partnership opens up new opportunities for creators and brands using Shopify to connect with Roblox’s global audience of nearly 80 million daily active users, most of whom are Gen Z.
Through this collaboration, creators and brands on Shopify will be able to sell physical items like clothing, accessories, and collectibles directly within Roblox games, without players having to leave the platform. This initiative not only strengthens Roblox’s appeal to merchants but also aims to empower entrepreneurial creators within the gaming ecosystem.
To promote the partnership, Shopify released an explainer video featuring its president, Harley Finkelstein, as a digital Roblox avatar
Commerce conducted through Roblox continues to attract marketers who view gaming as a key bridge to young audiences. In July, E.l.f. Beauty revealed it was testing real-world commerce capabilities within its E.l.f. Up! Roblox experience, supported by Walmart. Last month, Warner Bros. Motion Picture Group launched a Roblox experience promoting ‘Beetlejuice Beetlejuice,’ which featured a virtual Fandango box office where users could buy real-world movie tickets.
Shopify’s latest move follows recent business successes. The company reported a 21% revenue increase year-over-year, reaching $2 billion in Q2, according to its latest earnings report. Despite a ‘mixed consumer spend environment,’ Shopify’s gross merchandise volume—total dollar value of orders facilitated through its platform—grew by 22% to $67.2 billion.
Recently, Shopify has also expanded its digital footprint. In August, it broadened its partnership with YouTube to give Shopify merchants access to thousands of creators who can promote their products through an affiliate program. Additionally, in June, Target announced a partnership with Shopify as part of its strategy to develop a third-party marketplace.”
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