In the U.K., Roblox’s ecommerce is growing faster than TikTok Shop with Gen Z. While TikTok is still the largest ecommerce retailer for Gen Z shoppers, it had only a 10% rise in their purchases year-on-year, compared to a 54% growth for Roblox. According to a study from the Retail technology Show in London, Gen Z made 20 Roblox purchases on average in the last year, compared to 23 on TikTok, and a notable 16 on livestream platform Whatnot. This gen is certainly making more purchases in the game than the average shopper (2.5X more), but Roblox purchases in the U.K. are also up 31% overall. Part of this growth is that Roblox isn’t just selling them virtual merch anymore—they can buy physical items, too. (Fashion Network)
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