Twitch has launched a live-shopping feature, powered by Amazon Ads, enabling viewers to purchase products directly within a stream, ahead of TwitchCon in San Diego.
The platform is introducing this capability in partnership with e.l.f. Cosmetics, a sub-brand of e.l.f. Beauty. A shoppable element titled “eyes.lips.first” will be visible on the brand’s official Twitch channel, e.l.f.YOU!, allowing users to buy e.l.f. products without leaving the broadcast.
According to Patrick O’Keefe, e.l.f.’s Chief Integrated Marketing Communications Officer, the initiative aims 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 collaborates with gaming content creators.
This development is part of a broader trend of social commerce integrations, following the launch of TikTok Shop in 2023. TikTok’s feature enables businesses to display products and place affiliate videos in user feeds, with creators earning commissions on sales generated from their promotions.
