Walmart becomes first brand in Roblox to enable physical purchases as it goes live with groundbreaking pilot
Walmart is now able to sell physical goods directly to users inside Roblox.
From today, Walmart Discovered users will be able to have real-life items shipped directly to their doorsteps. They will be greeted with a new storefront showcasing virtual twins of select items sold at physical Walmart stores.
The feature will be gated specifically to users aged 13 or older in the United States only.
“There is a traditional sort of checkout flow where you put your name, your address and your credit card information, and that’s all powered by a Walmart API that handles all of the information super securely - it’s very safe,” Walmart Director of Brand Experiences and Strategic Partnerships Justin Breton, told Digiday.
“And once you hit checkout, you’ll get your confirmation email from Walmart. All of that is handled by us on the back end, the user will then get their item in the mail, but the virtual twin is granted immediately back on Roblox.”
A pilot will run through the month of May, during which time Roblox will not receive a cut of item sales, with all revenues going directly to Walmart. The short-term aim here is to gauge users’ willingness to purchase physical goods on the platform.
“We are excited to start testing real-world commerce as a key step towards enabling it in the future for our community of creators and brands,” said Roblox VP of Economy Enrico D’Angelo.
“Shopping for virtual items is already an important element of how people engage and express themselves on Roblox daily, so our goal is to gather feedback, test the technology and learn what resonates with Gen Z customers the most when it comes to shopping for physical items.”
Walmart Discovered
Walmart Discovered went live in September of last year, pitched as a first of its kind activation that creates a new way for users to “find their thing” by discovering the best games, indie experiences and virtual items as voted on by the community.
Through a nomination system, Walmart Discovered spotlights 300+ community creators, from digital fashion designers to experience developers, offering a way for users to discover top trending items and for creators to be discovered within the experience.
William White, Chief Marketing Officer, Walmart U.S., said: “Millions of customers are exploring virtual platforms, interacting with each other and brands, as well as building online communities.”
“That number continues to grow every day, so we’re spending more time there, testing, learning and creating innovative experiences that not only inspire customers, but also foster those communities and connections.”
“It’s why today, I am excited to share we’re launching a new experience on Roblox: Walmart Discovered.”
He added: “As we began to craft this experience, we listened to our growing community on the platform and found that they were seeking easier ways to discover experiences and virtual items.”
“Walmart Discovered, which is available to those 13 and older, is a truly immersive destination where users can discover trending virtual items and creators of all sizes - from micro to macro - and those developers can monetise through sales of their virtual items via Robux, Roblox’s native currency.”
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