Roblox surpasses TikTok in driving purchases for Gen Z

According to a study conducted by the Retail Technology Show, Roblox has become the fastest-growing shopping channel among Generation Z, even surpassing TikTok. The analysis showed that Gen Z users made, on average, 20 purchases on Roblox in the last 12 months, a 54% increase compared to the previous year. In contrast, TikTok recorded only a 10% increase, with an average of 23 purchases per year for the same age group. Additionally, young consumers were also active on the Whatnot platform, making an average of 16 orders.

Roblox reported an overall 31% increase in order volume, indicating that the platform is becoming relevant for users from other age groups as well. After a post-pandemic stagnation, 2024 marked a resurgence of growth for Roblox, which has started selling physical products, not just digital goods. With over 150 million daily active users, Roblox is strengthening its community and user engagement, contributing to its commercial success. Matt Bradley, the founder of RTS, suggests that Generation Z may soon surpass TikTok's influence in purchases, due to the sense of community and digital identity expression that Roblox offers.