Roblox Launches New Commerce APIs to Let Creators Sell Physical Merchandise In-Game

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Roblox has officially rolled out its new Commerce APIs, enabling creators to sell physical merchandise directly within their games and experiences. This marks a significant expansion in how developers and brands can monetize their content on the platform—beyond virtual goods and one-time access fees.

The company began testing physical product sales in select branded experiences in mid-2024. By September, It’s had announced an upcoming partnership with Shopify that would make these capabilities widely available. Now, after a successful closed beta, the integration is being opened to all eligible creators and brands.

This new functionality is currently available to U.S. users aged 13 and older within all-ages experiences. It’s plans to broaden access to more regions and partners in the coming months.

For brands, the Commerce APIs represent a powerful new channel for reaching consumers. One notable early adopter is beauty brand Fenty, which is preparing to launch a shoppable Roblox experience featuring an exclusive shade of its Gloss Bomb called “Grape Splash.”

The APIs also support bundling digital and physical products. For instance, a customer purchasing a physical hoodie can receive a matching version for their digital avatar.It’s is further enhancing this initiative through its new Approved Merchandiser Program (AMP). AMP allows creators and brands to link real-world product purchases to exclusive digital items. Products that are part of this program will include a badge and a code for redeeming a related virtual accessory on it’s —serving as a mark of authenticity and value for consumers.

“Our vision for the future of shopping is more immersive and social than traditional online retail,” it’s said in a blog post. “On our platform, users can explore virtual stores, try on outfits, and shop together. Now, we’re bridging the gap between digital and physical retail.”

The early results are promising. Creator studio Twin Atlas, one of the first to use the new APIs, reported generating six-figure revenue within the first few weeks. According to Roblox, about 90% of their total orders were placed through the in-game integration.

As virtual worlds continue to evolve into commercial hubs, Roblox’s latest move signals a step closer to merging digital engagement with real-world commerce in a seamless, social, and interactive way.Roblox has officially rolled out its new Commerce APIs, enabling creators to sell physical merchandise directly within their games and experiences. This marks a significant expansion in how developers and brands can monetize their content on the platform—beyond virtual goods and one-time access fees.

The company began testing physical product sales in select branded experiences in mid-2024. By September, Roblox had announced an upcoming partnership with Shopify that would make these capabilities widely available. Now, after a successful closed beta, the integration is being opened to all eligible creators and brands.

This new functionality is currently available to U.S. users aged 13 and older within all-ages experiences. Roblox plans to broaden access to more regions and partners in the coming months.

For brands, the Commerce APIs represent a powerful new channel for reaching consumers. One notable early adopter is beauty brand Fenty, which is preparing to launch a shoppable Roblox experience featuring an exclusive shade of its Gloss Bomb called “Grape Splash.”

The APIs also support bundling digital and physical products. For instance, a customer purchasing a physical hoodie can receive a matching version for their digital avatar.

Roblox is further enhancing this initiative through its new Approved Merchandiser Program (AMP). AMP allows creators and brands to link real-world product purchases to exclusive digital items. Products that are part of this program will include a badge and a code for redeeming a related virtual accessory on Roblox—serving as a mark of authenticity and value for consumers.

“Our vision for the future of shopping is more immersive and social than traditional online retail,” Roblox said in a blog post. “On our platform, users can explore virtual stores, try on outfits, and shop together. Now, we’re bridging the gap between digital and physical retail.”

The early results are promising. Creator studio Twin Atlas, one of the first to use the new APIs, reported generating six-figure revenue within the first few weeks. According to Roblox, about 90% of their total orders were placed through the in-game integration.

As virtual worlds continue to evolve into commercial hubs, Roblox’s latest move signals a step closer to merging digital engagement with real-world commerce in a seamless, social, and interactive way.

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