Twitch Integrates Live Shopping Feature Powered by Amazon Ads Twitch is breaking new ground by allowing viewers to purchase products directly within the stream they are watching. This new live shopping feature, announced just before the start of TwitchCon in San Diego, is launching in partnership with e.l.f. Cosmetics, a brand under e.l.f. Beauty. The underlying technology for this seamless shopping experience is being provided by Amazon Ads. The initiative will see the e.l.f. Cosmetics shoppable element appear on its official Twitch channel, e.l.f.YOU!. Patrick OKeefe, the companys Chief Integrated Marketing Communications Officer, stated the channel was created to empower female gamers and build confidence where makeup and streaming culture meet. The key benefit for Twitch users is the ability to buy e.l.f. products the moment they see them in a stream, all without the interruption of being redirected to an external webpage. E.l.f. Cosmetics is no stranger to the Twitch platform, having established a presence there in 2020. The brand frequently works with gaming content creators to increase its visibility within the community. This strategic move by Twitch into live commerce is widely seen as a response to the success of similar features on other social platforms, particularly TikTok. TikTok launched its own TikTok Shop in 2023, creating a space for businesses to showcase products and for creators to earn commissions by promoting items directly within user video feeds. By embedding shopping directly into the live streaming experience, Twitch aims to capture a new revenue stream and offer a more integrated way for brands to connect with audiences and drive sales without disrupting viewer engagement. This development signals a continued blending of entertainment and e-commerce on social and streaming platforms.
