Shopify has announced it is teaming up with Roblox to enable its brands to sell physical products directly within the game.

As part of this partnership, Shopify’s checkout system will be tested in the video game, with a broader rollout expected in early 2025.

This initiative will allow Shopify’s brands to connect with nearly 80 million daily Roblox users globally, offering a new way to reach potential customers.

Several retailers have already been using Roblox to create interactive experiences for consumers, including Superdrug and Specsavers.

In a YouTube video, Shopify president Harley Finkelstein, 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.”

He continued: “Of course, one of the most relevant places in that digital world right now is Roblox. This partnership is going to help shape the future of immersive commerce.”