Amazon’s Immersive Experience:
Sales or Data? Both?

Amazon is experimenting with an interesting initiative with its Virtual Holiday Shop, an immersive online experience powered by Amazon Beyond’s 3D tech.

Think festive visuals, cheerful tunes, and interactive features that make browsing feel more like stepping into an actual shop. With over 300 hand-picked gifts, from trending gadgets to cozy stocking stuffers, Amazon’s rolling out a shopping experience that goes beyond the traditional scrolling.

A standout within this virtual experience is the Virtual Toy Shop, showcasing favorites from the likes of LEGO, Play-Doh, and Disney. Add to that a few playful twists: a conveyor belt of gift ideas and twinkling ornaments that unlock hidden treats, making each visit a touch more fun.

While this move is indeed interesting, it’s not without its skeptics. Greg Zakowicz from Omnisend pointed out that Amazon is still an intent-driven shopping site - people come in knowing what they need.
This new shop, while slick, might not quite hit the mark in terms of product discovery yet. It’s more a step forward in testing the waters than a leap that’ll shake up holiday shopping overnight.

That said, this could be Amazon’s play for the long game. Collecting insights on how shoppers explore this space gives Amazon the data it needs to tweak, optimize, and refine.
It’s all part of reimagining what online shopping could look like - not just for holidays, but year-round.

So, is this kind of virtual shop the future? Maybe not this version, but it’s a big hint at where we’re heading. Amazon’s dipping its toes in, learning what works and what needs polishing.
For now, they’re banking on a little bit of festive charm and a whole lot of potential to set the stage for what’s next.

Roblox and big brands:
Exploring new horizons

I know we've talked about this in several editions already, but with 2024 shaping up as the year brands doubled down on Roblox, it’s worth a deeper dive.

From creating immersive games to launching virtual malls, global brands are increasingly viewing Roblox as their go-to destination to connect with Gen Z and Gen Alpha.
And why not? With over 80 million daily active users clocking more time here than on TikTok, YouTube, or Instagram (!!), it’s clear where the next-gen attention is locked in.

What makes Roblox different? It’s not “just” another channel; it’s an ecosystem where commerce, interaction, and entertainment blend seamlessly - a place where your avatar wears branded gear while exploring a virtual McDonald's, and then heads over to check out a LEGO-themed mini-world or walks the digital runway at a L'Oréal show.
It's more than just advertising; it's an experience that feels integrated, not intrusive. This is a game-changer for brands chasing engagement over traditional banner ads or static content.

Roblox’s platform has also evolved to make these brand experiences richer. The introduction of tools like their programmatic ad network and official partner program means brands have more ways to build, advertise, and collaborate than ever before.
Plus, real-life commerce is now part of the mix - users can purchase items for delivery without leaving the platform —> Take Walmart’s Walmart Discovered, which brought virtual shopping into the real world, proving that Roblox isn’t just a playground but a sandbox where brands test the future of e-commerce.

And it's not just big, flashy activations. Brands are getting smarter, partnering with Roblox creators who know the landscape and have established followings. Think of it as the creator economy meeting the metaverse - only now, instead of influencers pushing products on social media, they’re co-building digital worlds.

Ok, all that sounds cool and we have explored MANY different use cases within the Robolox ecosystem. Time to look at some numbers and information that is not often talked about.

Brands on Robolox → Numbers

“Oh, but what about non-game-related brands?"

As you can see, there is space and initiatives from multiple sectors, showing what we’ve been saying for a while: this goes WAY beyond gaming only.

Yes, some projects do end up losing users after a couple of weeks, and not every brand has super impactful/successful activities, but there’s undoubtedly a huge number of (big) companies investing in different approaches when it comes to communicating with younger, digital-native audiences.

Spotlight:
Shopify & Roblox

And speaking of Roblox, Shopify is breaking new ground by joining forces with them, propelling commerce into a fresh era where gaming meets real-world shopping.

Starting in 2025, Shopify’s integration will empower brands to sell physical goods directly within their custom Roblox experiences. This marks a significant shift from the traditional use of Roblox as a purely/mainly digital playground where brands engage users through immersive brand marketing or loyalty initiatives.
Now, the platform is stepping up as a retail hub where virtual engagement translates to tangible purchases - a move that blends entertainment with commerce.

Brands have long recognized Roblox’s potential for reaching vast, engaged audiences. This latest step of integrating Shopify's real-world commerce capabilities into the platform amplifies the ROI potential for brands.
Brands can now leverage this ecosystem to deepen customer interaction, not only through digital avatar items but through real-world merchandise as well. Such experiences align with the platform's current trends, where users spend an average of 2.4 hours daily - more than YouTube, TikTok, or Netflix - underscoring the massive opportunity for extended engagement and commerce.

The push towards merging physical and digital commerce stems from user demand for more personalized, hybrid shopping experiences. A Roblox survey of 1,500+ Gen Z users revealed that 84% found their real-life style inspired by their avatar, suggesting a strong crossover between virtual identity and personal fashion.

Shopify's integration simplifies how brands approach this vision, transforming Roblox from a brand-building platform to a full-fledged sales channel. Brands can develop campaigns that feature exclusive product launches or limited-time virtual pop-up shops, driving both digital and physical sales.

Check out this video (from Shopify’s official channel):

There’s obviously space for improvements for all these immersive experiences.
And there’s a lot of debate around VR, AR, “metaverse”, etc. Regardless the name(s) we end up using (or the mainstream audiences end up “liking”), it’s clear that brands have to step up their virtual game.

See you next week.

#LFGrow
Diego Borgo