Dubit's retail technology sold over 8 million avatar items in 2024, and the average shopper spent $120 customising their avatar. Cashing the Robux out returns the brand about 10 cents of each dollar a player spent, and Roblox keeps the rest.
Virtual items are bought with Robux, and players pay $10 for 800 Robux. It takes about 13,000 virtual clothes sold to earn a brand $1,000, so we do not treat cashing out as a meaningful new revenue stream.
adidas sold $5m of avatar apparel in 12 months, and its most expensive item went for $25,000. The adidas work is where we learned that wearing and buying virtual merch raises a player's propensity to buy the real-world product.
Robux are better spent than cashed out. We use Robux earned from paid items to mint limited free items that cannot be bought directly. A shopper who buys two items from a branded store chooses a free one as a thank-you. Minting each free item costs 100 Robux, about 35 cents at cash-out value, and we see the offer drive 50% more purchases per customer.
Who are the highest-spending Roblox shoppers and how much do they buy?
Of a brand's Roblox virtual-merch customers, 10% are repeat buyers, and that group represents over 25% of monthly revenue. We expect Roblox's community features, which notify followers about drops, to grow that segment further.
What did the most expensive item ever sold on Roblox sell for?
The adidas x WhoseTrade Diamond Chain sold for 2 million Robux, about $25,000, the most expensive user-generated limited item in Roblox history. It sold within a minute of release. adidas partnered with WhoseTrade, a Roblox apparel designer, to make it: a diamond-and-gold adidas chain with a gold football-boot pendant.
