Twitch has introduced a live-shopping feature, powered by Amazon Ads, that allows viewers to purchase products directly within a stream. The announcement was made ahead of TwitchCon in San Diego.
The platform is launching the capability in partnership with e.l.f. Cosmetics, a sub-brand of e.l.f. Beauty. A shoppable element titled “eyes.lips.first” will appear on the brand’s official Twitch channel, e.l.f.YOU!, enabling users to buy e.l.f. products without leaving the broadcast.
Patrick O’Keefe, e.l.f.’s Chief Integrated Marketing Communications Officer, said the initiative was designed to “empower female gamers, celebrate creativity and build confidence at the intersection of makeup and the streaming culture.” E.l.f. first established its presence on Twitch in 2020 and frequently works with gaming content creators.
This development follows other social commerce integrations, such as TikTok Shop, which launched in 2023. TikTok’s feature allows businesses to display products and place affiliate videos in user feeds, with creators earning commissions on sales generated from their promotions.
