Roblox, an online gaming platform, has enhanced its commerce capabilities by partnering with Shopify as its first integrated partner. This partnership allows creators or brands to sell physical goods within their experiences, accessible to all suitable experiences, including those aimed at all ages. The service is initially available to US users aged 13 and above. Plans are in place to broaden the scope of partners and extend the availability of these services to additional markets. The platform offers a unique shopping experience, allowing users to visit virtual stores, try on clothing, and engage with others, fostering interest and intent to purchase. Fenty Beauty, a pioneering brand, has launched a shoppable game on Roblox featuring an exclusive new shade of its Gloss Bomb Universal Lip Luminizer. Roblox is also launching an approved merchandiser programme (AMP) that links physical shopping with virtual goods and benefits on the gaming platform. This allows purchasing products at retail locations to unlock corresponding digital items on Roblox, enhancing consumer appeal and increasing the value of intellectual property.