Walmart Debuts First-of-its-Kind Virtual Store in Roblox for Direct Purchases

Apr 29, 2024, 06:06 PM

Walmart has launched a pioneering initiative within the Roblox platform, allowing users aged 13 and above in the United States to purchase real-world goods directly through a virtual store. This first-of-its-kind feature, named the Walmart Discovered experience, is part of a pilot test aimed at integrating real-life e-commerce into virtual environments, exclusively within Walmart's official game. The initiative, which was teased by Roblox last year, includes partnerships with three user-generated content (UGC) creators who have developed virtual replicas of the items available for purchase. Walmart's goal with this venture is to gather feedback, test the technology, and understand what resonates most with Gen Z customers, who are already accustomed to shopping for virtual items on Roblox.