Roblox Creators Can Now Sell Physical Merch In-Game: How It Works

Are you wondering how Roblox creators can make money by selling physical merchandise in-game? Roblox has officially launched a new feature that allows eligible creators to sell real-world products such as hoodies and T-shirts directly within their Roblox experiences. This exciting update leverages Roblox’s Commerce APIs and Shopify integration, giving game developers and brands a powerful way to boost earnings beyond virtual items. Whether you’re a developer, brand, or Roblox fan, this new merch-selling capability opens fresh opportunities for in-game shopping and creator monetization on the platform.

What Is Roblox's New In-Game Merch Feature?

Roblox's new in-game merch feature allows creators to embed real-world product sales directly inside their virtual experiences. The company has been testing Commerce APIs since 2023, and as of May 2025, it is officially rolling out this capability to eligible creators.

This means a Roblox user exploring a game can now access a "premium shop" area and browse physical products like branded hoodies or accessories. When a player selects an item, they are presented with product details and prompted to complete the checkout process, all within the Roblox experience.

How Shopify Powers the Merch Integration

Shopify is Roblox's first integrated e-commerce partner. If a creator or brand already uses Shopify, they can connect their storefront directly to their Roblox game. This seamless integration allows for smooth inventory syncing, real-time product listings, and secure transactions.

With Shopify's robust e-commerce infrastructure, creators can manage orders, track analytics, and handle fulfillment just like they would through a traditional online store. The difference is, now they can do it inside Roblox—where millions of players are actively engaged.

Which Brands Are Already Selling?

One of the first brands to embrace Roblox's new in-game commerce is Fenty Beauty, which has launched exclusive products inside its Roblox experience. A particular shade of lip gloss is only available to purchase through the virtual storefront, offering a unique blend of digital and physical brand engagement.

This move highlights how lifestyle and beauty brands are beginning to see Roblox not just as a gaming platform, but as a powerful retail and marketing channel. Expect more fashion, sports, and entertainment companies to follow suit.

How to Join the Program as a Creator

To access this feature, Roblox creators must meet eligibility criteria, which includes having a verified account and experience that complies with Roblox's community and commerce policies. Once approved, they gain access to the Commerce APIs and can link their Shopify account.

Roblox is also encouraging applications through its Approved Merchandiser Program, a new initiative that links real-world products to digital benefits. For example, buying a hoodie in real life could unlock a matching avatar item inside a Roblox game.

Benefits of In-Game Merch Sales

• Diversified Revenue Streams: Creators can now earn from both virtual goods and physical product sales.

• Enhanced Brand Engagement: Players get to connect with their favorite games and creators on a new level.

• Increased Time Spent in Experience: Shopping and exploration keep users immersed longer.

• Exclusive Drops: Limited edition items only available in Roblox can drive demand and hype.

Implications for the Creator Economy

Roblox's merch-selling update marks a significant step forward in the broader creator economy. It empowers independent developers and small studios to launch their own merch lines without needing separate e-commerce infrastructure. This levels the playing field, giving more creators access to the kind of monetization tools typically reserved for major brands.

Moreover, it blurs the line between virtual and real-world commerce, allowing for immersive shopping experiences that bridge physical and digital interactions. This is the future of experiential retail—and Roblox is leading the charge.

What About Safety and Moderation?

As with any commerce feature, safety is a top concern. Roblox ensures that all transactions comply with platform guidelines and that creators adhere to clear terms of service. Items sold must meet ethical standards, and any misuse or deceptive practices can result in removal from the program.

Additionally, Roblox gives users control over purchasing options and offers parental oversight for younger audiences, aligning with its broader safety-first strategy.

Roblox's decision to let creators sell physical merch in-game through Shopify integration is a game-changer. It reflects the platform's ongoing evolution from a gaming environment to a full-fledged digital economy. For creators, it opens new avenues to make money; for brands, it unlocks a new retail frontier; and for players, it creates exciting, interactive shopping experiences.

If you're a Roblox creator, now's the time to explore this feature and start monetizing your passion both virtually and physically.