Shopify is partnering with Roblox to allow its brands to sell physical items directly within the game. The tie-up will see Shopify’s checkout piloted in the video game, with a larger launch planned for early 2025. This move means Shopify’s brands can engage with a global audience of nearly 80 million daily Roblox users and potential customers. This comes after a host of retailers like Superdrug and Gucci used the platform to create interactive games for customers.

Shopify president Harley Finkelstein, speaking as a Roblox avatar in a YouTube video, said: “You’ll be able to buy everything from clothing to unique accessories, collectibles; the possibilities are endless. We deeply believe that commerce is happening everywhere, and we are making it possible for people to shop wherever they spend time, from physical stores to online to the digital world.”