Roblox & E-Commerce

It's going to take time...

Folks frequently ask me about real-world commerce on Roblox, which Roblox has been testing and mentioned a broader rollout in 2025.

A few thoughts:

We are at a very, very early stage in this opportunity. To think that 80 million daily active users, many under age 18, will immediately see Roblox as a platform where they purchase products online is a gross underestimation of what it takes to change people's perceptions.

For Roblox's 80 million DAUs, Roblox is, first and foremost, a platform to connect with friends, play games, and express themselves (which helps explain why and how Roblox became the world's most prominent online "game" and the Internet's most engaging social platform).

With that being said:

• More than 5 million online stores are on the Shopify platform.

• More than 9 million sellers are registered on Amazon's marketplace.

In the last several years, 500+ brands have launched a presence on Roblox through standalone experiences or integrations into existing games. It is a good start, but it also shows how early we are with brands and merchants considering Roblox as a marketing channel, let alone an e-commerce channel.

In the short term (1-3 years), I expect to see much experimentation by brands, IP owners, and studios, testing different ways to monetize through real-world commerce. This period will be critical for Roblox to prove there's a compelling opportunity for the platform around a commerce economy.

In the long term (5-7 years), should Roblox continue to attract and retain 18+ users successfully, it has a real chance of educating the platform's users that they should see Roblox as a place to not only make friends, play games, and express themselves but also purchase all sorts of products—from beauty to fashion to electronics.