Online gaming platform Roblox has improved its commerce capabilities by launching its commerce application programming interfaces (APIs,) with Shopify as the inaugural integrated partner.
The partnership enables a creator or brand which is a Shopify merchant to begin selling physical goods inside their experiences.
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The service is currently accessible to all suitable experiences, including those aimed at all ages, and commerce is initially available to US users aged 13 and above.
Plans are in place to broaden the scope of partners and extend the availability of these services to additional markets, simplifying the process for creators and brands to market their products on a global scale.
The platform offers a unique shopping experience in which users can visit virtual stores, try on clothing and engage with others, fostering interest and intent to purchase.
Fenty Beauty is one of the pioneering brands leveraging Roblox’s new commerce feature.
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By GlobalDataThe cosmetic company launched a shoppable game on Roblox that features an exclusive new shade of its Gloss Bomb Universal Lip Luminizer, allowing fans to explore and shop without exiting the platform.
Shopify president Harley Finkelstein wrote on a LinkedIn post: “Fenty Beauty is the definition of a first mover. That’s how they’ve built one of the most iconic brands in beauty. And now they’ve done it again by becoming one of the first brands on the planet to sell real product inside Roblox.
“Inside the Fenty Beauty Experience on Roblox, you explore the space, find the product, buy it right there and it ships to your door. This is the third instalment of Fenty Beauty’s world on Roblox, but the first time the brand is making it shoppable. And that’s the unlock.”
Roblox is also launching an approved merchandiser programme (AMP), which links physical shopping with virtual goods and benefits on the gaming platform.
The AMP offers creators, brands and intellectual property holders an opportunity to augment their retail presence.
Through AMP, purchasing products at retail locations can unlock corresponding digital items on Roblox, enhancing consumer appeal and increasing the value of intellectual property both on Roblox and elsewhere.
Products with this badge will come with a code that grants access to a distinctive digital item related to the intellectual property on Roblox.
Roblox has an average daily user count of 97.8 million.
In July 2024, cosmetic company e.l.f. trialled real-world commerce on the Roblox platform via Walmart technology.
