Roblox is delving into the world of eCommerce, signing on Shopify as its first eCommerce partner to create an integration that will enable developers, creators, and brands on Shopify to sell physical items directly within their Roblox games without leaving the Roblox platform.

The global partnership, announced at the Roblox Development Conference in San Jose over the weekend, is the first of a number of eCommerce partnerships the gaming platform plans to reshape the future of immersive commerce.

The solution will be piloted later in the year with a handful of creators brands and eCommerce partners, with a larger launch planned for early 2025.

Shopify President Harley Finkelstein appeared in a Roblox avatar in a YouTube video to announce the new partnership.

"This gives Roblox creators a brand new avenue into entrepreneurship and brands will be able to sell their products within Roblox experiences. This will open up a massive audience of over 80 million daily active highly engaged Roblox users, and potential customers for both creators and for brands," he said.