Roblox announced Thursday that creators can now sell physical goods directly on the platform through the launch of the New Commerce API.

The product provides creators with a new way to generate revenue, rather than buying virtual goods or a one-time fee for a specific experience.

The company begins to test the ability to buy physical goods in some brand experiences in mid-2024. Last September, Roblox announced that creators will soon be able to sell physical items in their experience thanks to a partnership with Shopify.

Now, Roblox will make it available to all qualified creators and brands after completing closed tests for its commercial API.

The ability to purchase physical products will provide a year-round experience for US users aged 13 and older. Roblox plans to add more partners in the future and expand the feature to other markets.

For brands, business APIs offer a new way to attract customers. Beauty Brand Fenty, for example, will launch a shopping-friendly experience in Roblox to provide an exclusive glossy bomb shadow called "Grape Splash".

Qualified creators and brands can also bundle actual purchases with digital merchandise through the new business API. This means you can buy a physical hoodie and get one for your digital avatar.

Roblox's newly approved Seller Program (AMP) allows creators and brands to connect their real-world or online store purchases with avatar items and accessories on Roblox.

The AMP program and badges about physical products will be a sign of authenticity, showing consumers that these projects are formal. Products with badges will include codes for unique digital projects related to IP, which can be used on Roblox.

"Our vision for the future of shopping is more exciting and social than the traditional online shopping experience," the company said in a blog post. "On Roblox, you can explore virtual stores, try out clothes and share experiences with others. This naturally builds interest and intent to buy. Now, we take it a step further, bridging the gap between virtual and real-world shopping by enabling Roblox users to buy physical items."

Roblox noted that Creator Studio Twin Atlas used commercial APIs in their games to sell physical products and saw six-figure commercial revenues in the first few weeks. Roblox said about 90% of total orders are placed through commercial integration in its games.