Roblox announced that it has selected e-commerce giant Shopify as the first commerce integration partner of its platform. As part of this collaboration, Shopify will test its Checkout solution within Roblox. This new feature will allow creators, developers, and brands to use Shopify to sell physical goods directly within Roblox games. Thus, players will not have to leave the game platform while shopping.

This feature, which will initially be offered as a pilot, will be available to all users with a large-scale launch in early 2025. The deal stands out as an example of how companies targeting tech-savvy users like Gen Z are combining commerce with immersive experiences.

In addition to being selected as Roblox's first commerce integration partner, Shopify, as an e-commerce company, aims to offer a more fluid shopping experience in virtual worlds with Checkout functionality integrated into the gaming platform. This collaboration gives Shopify users the opportunity to reach approximately 80 million daily active Roblox users, the majority of whom are Generation Z.