Walmart Extends Run of Digital Expansion With New Roblox Pact

For the third time in a week, the nation’s largest operator of physical retail stores has made a decidedly digital turn, with Walmart announcing a pair of new metaverse plays aimed at monetizing over 50 million daily visitors to Roblox.

In announcing the debut of Walmart Land and Universe of Play, the retail giant said in a blog post Monday (Sept. 26) that the two new immersive experiences would bring a mix of fashion, beauty and entertainment offerings directly to consumers in a fun way, just at a time of year when real-life holiday shopping is picking up.

“Roblox is one of the fastest growing and largest platforms in the metaverse, and we know our customers are spending loads of time there,” William White, chief marketing officer at Walmart U.S. said in a company statement, noting the shift to the metaverse and virtual reality follows similar efforts to meet customers where they’re at.

“We’re focusing on creating new and innovative experiences that excite them,” White added.

From Virtual to Social to Physical

The Roblox effort comes just one week after Walmart announced a five-pronged raft of social commerce innovation partners including TikTok, Snapchat, Firework, TalkShopLive and Roku. That plan is not only aimed at connecting with customers “where they’re at” but is also designed to inspire consumers with influencers, celebrities and experiential selling that connect with consumers more deeply.

“This is not just television shopping 2.0. What this actually is doing is redefining shopping and providing an online shopping experience that’s worth talking about,” Bryan Moore, co-founder and CEO of TalkShopLive said in an interview with PYMNTS.

Whether through social media, the increased perks and benefits of its Walmart+ subscription business, or the more tangible initiatives like curbside returns, in-home or even in-fridge delivery, the Arkansas-based retailer has been extra active since reporting second-quarter earnings and inventory projections in mid-August.

“We’re building a different business and we’re making progress,” Walmart CEO Doug McMillion said on the (Aug. 16) conference call with investors, in which the retailer’s 12% growth of its eCommerce business was nearly double the pace of its overall same-store sales gains for the second quarter.

“We’re becoming more digital and even more relevant as an omnichannel retailer, and the related businesses like fulfillment and advertising continue to grow,” McMillon added, noting that despite ongoing inflationary and economic challenges the retailer “would be ready” for the Halloween to Christmas busy season.

While Walmart says its existing omnichannel retail footprint drives 230 million customers into its 10,500 stores and dozens of global eCommerce properties each week, even a 1% pickup of Roblox’s equally large user base would bring a material boost in visitors.

What remains to be seen with the latest digital divergence, however, is to what degree new virtual browsers would become actual Walmart customers, either in the moment in the metaverse or at a later date in a physical or digital location.