What: Roblox has become the fastest-growing commerce channel for Gen Z, surpassing TikTok in order volume growth and expanding into physical goods sales.

Why it is important: The shift to platforms like Roblox and TikTok signals a fundamental change in retail, where digital engagement and peer-to-peer commerce drive growth.

Roblox’s rapid ascent as the leading commerce channel for Gen Z marks a significant transformation in the retail landscape, as young consumers increasingly favour immersive, community-driven digital platforms over traditional shopping environments. With Gen Z making an average of 20 purchases on Roblox in the past year—a 54% year-on-year increase—this platform has outpaced TikTok in order volume growth, even as TikTok remains the leader in total transactions. The expansion of Roblox from digital-only to physical goods sales further broadens its retail relevance, attracting both established brands and new audiences. This trend is part of a broader evolution in social commerce, where platforms like Whatnot and TikTok are also vying for Gen Z’s attention through live streaming and influencer-driven engagement. Retailers and brands are now compelled to rethink their strategies, leveraging digital self-expression, peer-to-peer interaction, and authentic community experiences to connect with the next generation of shoppers and remain competitive in a rapidly changing market.

IADS Notes: Roblox’s rise is supported by BCG/WWD (October 2025), Forbes (February 2026), Digiday (December 2025), and The Robin Report (February 2026), which highlight Gen Z’s preference for digital engagement, authenticity, and community-driven commerce. Initiatives like Ikea’s virtual product launches on Roblox (Retail Week, January 2026) further illustrate how retailers are experimenting with immersive platforms to reach younger audiences and adapt to the new dynamics of social and digital commerce.

Roblox is fastest-growing commerce channel for Gen Z