Roblox announced on Thursday that the launch of a new Commerce API will allow creators to directly sell their platform experience and physical products within the game.
The service provides creators with new ways to generate revenue beyond the purchase of virtual products or one-time fees to access a specific experience.
The company first began testing the ability to purchase physical products in several brand experiences in mid-2024. Last September, Roblox announced that its creators could quickly sell physical items in the experience thanks to a partnership with Shopify.
Now, Roblox is making its integration available to all eligible creators and brands after completing the closed beta test for the Commerce API.
The ability to purchase physical products is available for US users over the age of 13 for all ages of experience. Roblox plans to add more partners and expand its capabilities to future additional markets.
For brands, the Commerce API offers a new way to reach customers. For example, Beauty Brand Fenty launches a shopping experience within Roblox, offering an exclusive gloss bomb shade called “Grape Splash.”
Eligible creators and brands can also bundle physical purchases with digital items via the new Commerce API. This means you can purchase a physical hoodie and receive a hoodie for your digital avatar.
Roblox’s new, approved Merchandiser Program (AMP) allows creators and brands to connect real-world or online store purchases to Roblox avatar items and accessories.
AMP programs and physical products badges act as a mark of reliability to indicate to consumers that the item is official. Badged products include codes for unique digital items related to IPs that can be used with Roblox.
“Our vision for the future of shopping is more exciting and social than traditional online shopping experiences,” the company said in a blog post. “In Roblox, you can explore virtual stores, try clothes and share your experiences with others. This naturally builds interest and buying intentions. Now, we take that a step further and bridge the gap between virtual and real-world shopping by allowing Roblox users to purchase physical items.”
Roblox says Creator Studio’s Twin Atlas sold physical products using the Commerce API in the game, earning six-figure Commerce revenue in the first few weeks. According to Roblox, approximately 90% of total orders are located via in-game integration.