Roblox announced on Thursday that creators can now sell physical merchandise directly within their experiences and games on the platform with the launch of new Commerce APIs.

Roblox brings the mall to the metaverse, and vice versa Fenty Beauty, The Weeknd and Paramount are among the marketers testing new ways to merge virtual and physical shopping experiences and sales.

Following accusations of grooming and predatory behavior experienced by its younger-skewing users, Roblox rolled out new safety features Thursday.