The Approved Merchandiser Program (AMP) enhances the Roblox experience by linking real-world purchases with exclusive avatar items, letting fans engage authentically with their favourite brands.
Roblox has launched its Commerce APIs, with Shopify as its integrated partner, allowing creators and brands to sell physical products directly within Roblox experiences. This integration enables users to purchase real-world items like clothing and accessories without leaving the platform, receiving exclusive avatar items as part of the purchase.
The new Approved Merchandiser Program (AMP) enhances this experience by allowing creators, brands, and IP holders to link off-platform retail or e-commerce purchases to avatar items and accessories on Roblox. Products included in the program will feature an AMP badge with a code for a unique digital item, offering fans another authentic way to engage with brand products they love.
Fenty Beauty is among the early adopters, offering a new shade of its Gloss Bomb Universal Lip Luminizer exclusively in-game, allowing fans to explore, discover, create, and shop without leaving Roblox.
“This isn’t virtual merch for your avatar. This is a real product, made shoppable through play. This opens up a whole new channel for commerce. Not just for big brands, but for any creator or entrepreneur looking to connect with fans where they already are. Immersive commerce is no longer a concept. It’s here. And Shopify is the engine behind it,” said Harley Finkelstein, Shopify President.
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