Roblox Launches In-Game Real-World Shopping with Shopify Integration

Roblox has officially introduced a new feature that lets game developers and brands sell real-world products directly inside their games. Following months of testing, the company has now opened access to this tool via a public API, according to The Verge.

Seamless Shopping Without Leaving the Game

To power this new functionality, Roblox has teamed up with Shopify. Creators and brands with an existing Shopify store can now integrate their catalogs into Roblox games, making it possible to shop for real-world items within the game environment.

Some games now include a dedicated “Shop” section, where players can:

• Browse real-world products
• Read detailed descriptions
• Place orders for home delivery— all without exiting Roblox.

In some cases, purchases even come with in-game bonuses. For example, buying a physical t-shirt might unlock a matching digital item for your avatar.

Fenty Beauty Among First to Join

Fenty Beauty is one of the first major brands to adopt the feature. In its virtual Roblox space, users can buy an exclusive lip gloss that’s available only within the game world — blending real-world e-commerce with digital exclusivity.