Twitch has introduced a new live-shopping feature, developed in partnership with e.l.f. Cosmetics and powered by Amazon Ads. Announced ahead of TwitchCon in San Diego, the technology allows users to purchase products directly within a live stream without being redirected to an external site.
The brand’s “eyes.lips.first” shoppable element will debut on its official Twitch channel, e.l.f.YOU!. This integration enables viewers to buy e.l.f. Cosmetics products as they are featured during a broadcast. The functionality is designed so users can complete transactions without navigating away from the content they are watching.
Patrick O’Keefe, Chief Integrated Marketing Communications Officer for e.l.f., stated the initiative was designed to “empower female gamers, celebrate creativity and build confidence at the intersection of makeup and the streaming culture.” A sub-brand of e.l.f. Beauty, the company first established a presence on Twitch in 2020 and frequently works with gaming content creators to build brand awareness.
This development in live commerce on Twitch follows similar features on other platforms. In 2023, TikTok launched its TikTok Shop, which allows businesses to display products and lets creators feature them in affiliate videos. Through that system, creators can earn a commission if a product they promote results in a sale.
