After introducing an in-app store catering to premium subscribers interested in acquiring digital embellishments for their profiles, Discord is expanding access to its virtual shop. Initially launched in October, this expansion enables all users to purchase cosmetic updates for creating unique profiles and avatars, regardless of whether they subscribe to the monthly Nitro plan. While Nitro members will enjoy discounts on these virtual items, the purchase option is now available to everyone.
Accessible through the profile settings page, the shop offers two types of digital enhancements: avatar decorations that overlay fantasy, anime, or other themed customizations onto profile pictures and profile effects that introduce animated elements such as fluttering cherry blossoms or dramatic shattering glass to a profile page. Once purchased, users can collect and rotate these decorations to match their current mood, including the latest seasonal collections like Discord’s “Winter Wonderland.”
Given the success of virtual social spaces like Fortnite, where in-game skins generated $50 million in sales for Epic Games, custom avatars have proven to be highly lucrative in these digital environments.
While users may express some skepticism about yet another social platform venturing into the realm of purely decorative digital goods, Discord’s introduction of these items reflects its commitment to avoiding a flood of advertisements on its chat app. Unlike more traditional social media platforms such as Instagram, YouTube, and X (formerly Twitter), which heavily rely on in-feed advertising, Discord has consistently steered away from this approach.
Instead, the company has focused on enhancing the appeal of its premium subscription tier, Nitro, by offering a combination of enjoyable customizations and practical perks attractive to both casual and power users. With Nitro, available in two tiers ($2.99 or $9.99 a month), Discord users can opt for features like custom emojis or invest more for larger upload sizes and HD video streaming—valuable tools for community-building or business purposes on Discord.
Currently, Discord develops the avatar decorations and animations in-house, but it has expressed interest in enabling its community to monetize the platform by potentially allowing server owners to offer their own digital goods for sale. While the introduction of the shop represents a new revenue stream for Discord, the company has a track record of involving its community in such developments, and this collaborative approach is likely to continue in the future.
