Roblox continues to shape the metaverse with its latest Shopify collaboration

Roblox makes billions of dollars a year selling virtual items like avatar skins and digital house decor, much of which is designed by users (who also make big bucks from sales). Now it’s hoping that buyer traffic will extend to IRL items, too.

The platform has partnered with Shopify as its first ecommerce integration partner, it revealed at annual developer conference RDC. The integration will put a “Buy Now” button on items within the game that, when tapped, will take users to a digital storefront where they can buy the tangible, physical version of the item (a hoodie or poster, for example) with real money and have it shipped to their door.

“Our vision for the Roblox economy is that it will ultimately model the physical world, with the ability to go above and beyond by overcoming physical limitations,” Stephanie Latham, Roblox’s VP of Global Brand Partnerships and Advertising, told Modern Retail. “We believe this vision holds true for shopping on Roblox, as well.”