While Chinese e-commerce has been casually merging digital and physical goods for years – think virtual fashion for avatars that you can also wear in real life – the West is just catching up. Roblox and Shopify’s partnership offers early signals, yet Western brands remain oddly hesitant.
But bridging virtual and physical isn’t merely trendy – it’s potentially a fundamental shift in customer engagement. We’ll explore how forward-thinking brands can leverage this convergence to build authentic communities, deepen loyalty, and unlock revenue streams that blur the line between pixels and products.