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A major shift is emerging in how Gen Z discovers and buys products online. New research from the Retail Technology Show (RTS) shows that Roblox has overtaken TikTok as the fastest-growing commerce channel among younger consumers — signaling a deeper evolution in social and immersive shopping behavior.
While TikTok still dominates overall purchase volume, Roblox is accelerating at a far faster rate, driven by strong engagement, expanding product categories, and community-led commerce dynamics.
Roblox Leads in Growth Momentum
According to RTS research based on a survey of 1,000 shoppers, Gen Z made an average of 20 purchases on Roblox in the past 12 months, representing a 54% year-on-year increase in order volume.
That growth rate significantly outpaced TikTok, where Gen Z order volumes rose by 10% over the same period.
The data highlights Roblox’s increasing importance not just as a gaming or virtual environment, but as a fully functioning commerce ecosystem where digital and physical purchasing behaviors converge.
Gen Z’s influence is especially pronounced on the platform. Compared with other age groups, Gen Z shoppers made 2.4 times more purchases on Roblox, making them the platform’s most active commercial demographic.
However, growth is not limited to younger users. Across all age groups, Roblox purchases increased 31% year-on-year, showing broader adoption beyond its traditional youth audience.
From Metaverse Playground to Commerce Engine
Roblox’s commercial resurgence follows a period of post-pandemic slowdown, when engagement declined after the platform’s explosive lockdown-era expansion.
That slowdown appears to have reversed as Roblox expanded its commerce capabilities. The platform — once primarily associated with digital goods, virtual assets, and NFTs — has increasingly moved into physical product sales, widening its revenue streams and attracting new types of shoppers.
User engagement remains exceptionally strong:
- 150+ million daily active users globally in 2025
- 88.7 billion hours of engagement recorded between January and September 2025
These figures suggest Roblox is no longer just a virtual social space but a high-intensity attention economy where commerce emerges organically from interaction.
Industry observers attribute much of the growth to the platform’s peer-to-peer social structure. Unlike traditional social commerce environments, purchasing behavior on Roblox is deeply embedded in identity expression, community participation, and immersive experiences.
TikTok Still Dominates Total Purchase Volume
Despite Roblox’s faster growth, TikTok continues to lead in overall transaction volume among Gen Z shoppers.
In the past year, Gen Z consumers made an average of 23 purchases on TikTok, more than double the 11 purchases recorded across all age groups combined.
This reinforces TikTok’s position as the dominant social commerce platform in terms of sheer transaction frequency, even as newer formats gain momentum.
The data suggests a shift in trajectory rather than an immediate takeover: TikTok remains the largest channel, but Roblox is scaling faster.
Live-Stream Commerce is also Accelerating
The RTS research also highlights rapid growth in live-stream commerce platforms, particularly Whatnot.
Gen Z shoppers placed an average of 16 orders on Whatnot, compared to 8 orders across all age groups, showing strong adoption among younger buyers.
Platform expansion is being fueled by surging participation:
- First-time buyers grew 374% year-on-year in 2025
- Women’s fashion streams in the UK now generate over 500,000 viewing hours monthly
These figures point to live shopping becoming a mainstream behavior rather than a niche format.
A Broader Shift in Gen Z Commerce Behavior
The findings suggest Gen Z purchasing habits are becoming increasingly diversified across interactive and immersive environments.
The familiar “TikTok made me buy it” trend still holds weight, but purchasing is now spreading across platforms that integrate identity, participation, and entertainment more deeply into the buying process.
Roblox’s momentum reflects a structural shift:
- Commerce embedded inside social experiences
- Digital identity shaping purchasing behavior
- Community interaction driving product discovery
Rather than replacing TikTok outright, Roblox appears to represent the next phase of social commerce — one where shopping is integrated into participatory digital worlds rather than content feeds alone.
What it Means for Retail and Platforms
For brands and retailers targeting Gen Z, the implications are significant. Growth is concentrated in environments where:
- Social interaction is immersive rather than passive
- Users co-create experiences
- Digital identity and status influence buying decisions
Platforms that blend entertainment, community, and ownership are emerging as the fastest-growing commercial channels.
Roblox’s acceleration suggests that commerce is moving beyond social media into experience-driven ecosystems, where participation itself becomes the driver of demand.
TikTok still leads in scale. Roblox now leads in growth. And Gen Z is changing the rules of digital commerce in real time.
