Roblox brings the mall to the metaverse, and vice versa Fenty Beauty is among the companies testing new ways to merge virtual and physical shopping experiences to produce sales.

Roblox is diversifying its revenue streams into areas like real-world commerce and ads as it aims to capture 10% of the $180 billion gaming market.

Roblox is delivering on a long-promised feature that allows creators to sell physical merchandise in-game.

Roblox reports it has nearly 100 million daily users, many of whom are already habituated to virtual shopping for their in-game avatars. The next step in the platform’s commerce ambitions is two-fold: ...