Roblox announced on Thursday that makers can now sell physical merchandise directly within their experiences and games on the platform with the launch of new Handels APIs.
The offer offers makers a new way to generate income that goes beyond the purchases of virtual goods or one -off costs to gain access to specific experiences.
The company first started testing the possibility to buy physical merchandise within one Few experiences of brand tires Half-2024. Last September Roblox announced that makers could soon sell physical items in experiences thanks to a partnership with Shopify.
Now Roblox makes that integration available for all eligible makers and brands after completing a closed scope of his trade APIs.
The possibility to buy physical products will be available in experiences of all ages for American users aged 13 and older. Roblox is planning to add more partners and to extend the function in the future to extra markets.
For brands, the Commerce APIs offer a new way to reach customers. Beauty Brand Fenty, for example, is going to launch a Shoppable experience in Roblox to offer an exclusive gloss bomb shadow called “Grape Splash”.
Eligible makers and brands can also bundle physical purchases with digital items via the new APIs of the trade. That means that you can buy a physical hoodie and also receive one for your digital avatar.
With the new Approved Merchandiser Program (AMP) from Roblox, makers and brands can connect their Real-World or online store purchases with Avatar items and accessories on Roblox.
The AMP program and a badge on physical products will serve as a sign of authenticity to show consumers that the items are official. Products with the badge contain a code for a unique digital item that is relevant to the IP that they can use on Roblox.
“Our vision of the future of shopping is an experience that is more exciting and social than the traditional online shopping experience,” the company said in a blog post. “On Roblox you can explore virtual stores, try clothes and share the experience with others. This of course builds interest and purchase intention. Now we go one step further, where the gap between virtual and real-world shopping by able to buy Roblox users to buy physical items.”
Roblox notes that Creator Studio Twin Atlas Commerce APIs used in their games to sell physical products and ultimately see the income of six digits in the first few weeks. About 90% of their total orders are placed through their in-game commerce integration, says Roblox.
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