Roblox is becoming Gen Z’s fastest growing commerce channel

Roblox is quickly evolving beyond gaming, positioning itself as one of the most influential commerce platforms for Gen Z.

According to research from the Retail Technology Show, Roblox has now overtaken TikTok as the fastest growing commerce channel among Gen Z consumers. The study, based on a survey of 1,000 shoppers, revealed that purchase activity on the platform has increased significantly, with order volumes rising by 54% year-on-year.

A shift in how Gen Z shops

What’s particularly interesting is not just the growth, but the behaviour behind it. On average, Gen Z users made around 20 purchases on Roblox over the past year, far surpassing other age groups. While TikTok still leads in total purchase volume, Roblox is closing the gap rapidly, driven by a different kind of engagement.

This signals a clear shift in how younger audiences interact with brands. Shopping is no longer a separate activity — it’s becoming part of the experience itself.

From virtual goods to real-world products

Roblox’s expansion into physical products has played a key role in this growth. Previously known for its digital items and virtual economies, the platform is now bridging the gap between digital and physical commerce.

At the same time, its global user base continues to grow, surpassing 150 million active users in 2025. With billions of hours spent on the platform, Roblox offers something that traditional social channels struggle to maintain: sustained attention and meaningful interaction.

Why community matters more than ever

One of the main drivers behind Roblox’s success is its community-first nature. Unlike more passive platforms, users on Roblox are actively participating, creating, and interacting with each other in real time.

As highlighted by Matt Bradley, Founder and Event Director of the Retail Technology Show, the platform’s growth is largely driven by its focus on peer-to-peer engagement and digital self-expression. This sense of community is something that many other platforms are beginning to lose, and it’s proving to be a powerful driver of commerce.

What brands should take from this

The rise of Roblox highlights a broader shift in digital marketing. Gen Z is not just looking to buy products — they want to experience brands in environments that feel authentic and engaging.

Rather than relying on traditional advertising, brands are now entering virtual spaces where audiences are already spending their time. Platforms like Roblox are enabling deeper connections, where brand interaction feels less like marketing and more like part of the experience.

The future of commerce is immersive

Roblox’s growth is a clear indicator that the future of commerce lies in immersive, community-driven environments. As younger audiences continue to spend more time in these digital spaces, brands will need to rethink how they show up and engage.

Those who adapt early will not only capture attention but build long-term loyalty in a way that traditional platforms can no longer deliver.