Over the past year, Roblox has become harder for brands to ignore — not because it has resolved the challenges of digital commerce, but because of the scale at which younger consumers already use it. The platform now reaches 151 million daily active users who spend close to three hours a day inside its experiences, which will equate to more than 88 billion hours of engagement in 2025.
At the same time, Roblox is positioning itself as a place where retail behavior is increasingly visible in real time. According to the company’s 2025 Replay report released on December 16, users conduct more than 50 million searches on the platform per day, most of them discovery-led rather than tied to specific games — users are looking for broad themes or activities, such as “roleplay,” “horror” or “dance,” for example, especially since avatars were given “movement” capabilities. Users also update their avatars an average of 274 million times daily, reflecting how frequently identity, style and self-expression are tested on the platform. For Gen-Z users, those behaviors increasingly connect to physical shopping. According to the report, 84% say their real-world style is inspired by their avatar, and 88% use digital fashion to preview before buying physical clothing.
That growth has broadened the types of brands experimenting on the platform, though most remain in test-and-learn mode. “Our range now is so much greater than just fashion,” Stephanie Latham, vp of global brand partnerships at Roblox said, referring to the brands selling digital products on the platform. “You have retailers and auto companies, Sam’s Club giving people rotisserie chicken head-shaped and toilet paper-shaped avatars, and more traditional [apparel brands] like Adidas giving you custom soccer jerseys.”
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