Roblox connects with Shopify merchants as platform greenlights in-game shopping for physical items

Roblox is giving creators the tools that let users discover and buy across physical and digital spaces.

Users can now buy physical products directly within their favourite Roblox experiences and receive avatar items as part of the purchase.

Shopify is the first integrated partner for its Commerce APIs, which means that, if a creator or brand is a Shopify merchant, they can start selling physical goods inside their experiences.

A new Approved Merchandiser Programme, meanwhile, enables creators, brands, manufacturers, and IP holders to link off platform retail or e-commerce purchases to avatar items and accessories on Roblox.

“This isn’t virtual merch for your avatar. This is real product, made shoppable through play. This opens up a whole new channel for commerce. Not just for big brands, but for any creator or entrepreneur looking to connect with fans where they already are. Immersive commerce is no longer a concept. It’s here. And Shopify is the engine behind it,” says Harley Finkelstein, Shopify President.

The future of shopping starts here – Roblox creators and brands can now sell physical merch in-game with our new @Shopify integration, powered by our Commerce APIs. Plus, our new Authorized Merchandiser Program (AMP) lets sellers connect physical retail products to digital… pic.twitter.com/lk6jq5RVos

— Roblox (@Roblox) May 15, 2025

In an online post, Roblox says: “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 users to purchase physical items.”

Brands such as Fenty Beauty are starting to tap commerce on Roblox. Its new shoppable game offers a new shade of its Gloss Bomb Universal Lip Luminizer exclusively in-game, allowing fans to explore, discover, create, and shop without leaving the platform.

Walmart Discovered Pass

Walmart says that it is raising the bar on Roblox with the launch of Discovered Pass, pitched as the first ever branded game pass on the platform offering exclusive monthly perks across popular and up and coming experiences.

The US retail giant worked with GEEIQ and Sawhorse Productions to bring this to life.

This month, those include the following:

Fisch​: a fishing adventure game to catch the rarest fish on Roblox with more than 162K average players per month.

Catalogue Avatar Creator​: one of the most popular experiences to customise avatars with more than 3.6 billion total visits to date.

Jail Break​: a global top 100 game on the platform with more than 5.6 million likes allowing players to strategise with friends.

Mega Hide and Seek​: a top 50 game in the United States where players have one minute to hide before the seeker looks for them.

Horse Valley: with more than 815K items favourited, players build ranches, train horses, and solve mysteries alongside friends.

Select developers of participating games will be participating in AMA events and hosting game nights with Walmart’s Discord community each month. They’ll also be highlighting their branded or favourite products from Walmart with links to buy.

The pass can be purchased for 199 Robux in Walmart Discovered or directly in participating games and experiences. New perks will be added every month. Pass holders can also earn free limited UGC from their favourite creators in Walmart Discovered each month.

In a LinkedIn post, Walmart’s Justin Breton said: “Like all previous launches on the platform, including real-world commerce, the pass was built in collaboration with and for the Roblox community. It represents our continued commitment to innovation in gaming by testing, learning, and optimising based on what each community wants.”

“Walmart Discovered Pass is a first of its kind virtual product that delivers cross-platform value to Roblox users: driving discovery, deepening connection, and extending our brand promise across every touchpoint, from our stores and website to gaming platforms they love.”

2025 RTIH INNOVATION AWARDS

Immersive experiences will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.