Roblox has rolled out a new feature that allows creators to sell real-world merchandise directly within their games.
New APIs support in-game shopping
With the release of new Commerce APIs, creators can now integrate e-commerce directly into their Roblox experiences. Items like T-shirts, hoodies, and other branded products can be offered for sale in-game. The purchasing process is fully integrated and allows users to complete checkout without leaving the platform.
The system works through Shopify, which means creators with existing Shopify stores can sync their products to Roblox with relatively little setup.
Blending digital and physical monetization
This move expands Roblox’s creator economy beyond digital-only content. By introducing physical merch, Roblox is offering creators a new way to monetize their audience while strengthening brand visibility.
The platform is also enhancing its Approved Merchandiser Program, which connects physical purchases to exclusive in-game rewards. Players who buy branded products from approved sellers may unlock digital items to use on the platform.
“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 Roblox users to purchase physical items,” Roblox wrote in its blog.
More opportunities for creators
For creators already building an audience on Roblox, physical merchandise provides another way to grow and earn revenue. The e-commerce integration adds a familiar business model used by creators on other platforms like YouTube and Twitch.
Although creators are responsible for managing inventory and fulfillment through Shopify or other services, Roblox handles the in-game discovery and user interface. The process is designed to keep users immersed while supporting the creator’s business.
This update signals a broader shift in how Roblox supports its creator community, offering tools that tie in-game engagement to real-world earnings.