Ecommerce firm Shopify is partnering with Roblox to allow its brands to sell physical items directly within the game.
The tie-up will see Shopify’s checkout piloted into the video game, with a larger launch planned for early 2025.
The move means Shopify’s brands will be able to engage with a global audience of nearly 80m daily Roblox users and potential customers.
A host of retailers have been using the platform to make interactive games for consumers.
Superdrug launched a branded obstacle game on the video game, dubbed ‘Superdrug Obby’, to celebrate its 60th birthday in May.
While in 2022, Gucci also unveiled a permanent space on Roblox, called ‘Gucci Town’.
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Speaking as a Roblox avatar in a YouTube video, Shopify president Harley Finkelstein explained: “You’ll be able to buy everything from clothing to unique accessories, collectibles, the possibilities are endless.
“We deeply believe that commerce is happening everywhere, and we are making it possible for people to shop wherever they spend time, from physical stores to online to the digital world.”
He added: “And of course, one of the most relevant places in that digital world right now is Roblox.
“This partnership is going to help shape the future of immersive commerce.”
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