Twitch has officially launched its first in-stream live-shopping experience, allowing viewers to buy products directly through a live broadcast without leaving the stream.
The new feature is being tested through a partnership with e.l.f. Cosmetics, powered by Amazon Ads. It marks the platform’s first native integration of a live-shopping tool similar to TikTok’s popular in-app storefronts, blending commerce directly into the viewing experience.
The shoppable element, called eyes.lips.first., appears on e.l.f.’s official Twitch channel, e.l.f.YOU!, letting users browse and purchase products while watching live content.
Twitch introduces live-shopping to test real-time e-commerce
According to Amazon Ads’ Head of US Agency Sarah Iooss, the new feature aims to keep viewers immersed in streams while discovering and buying products in real time. “It’s an exciting example of how Amazon Ads is helping brands meet customers in more natural, interactive, and joyful ways,” she said.
The feature is designed to connect brands with Twitch’s engaged creator communities, turning live moments into instant product conversions.
As part of the rollout, e.l.f. Beauty’s Chief Integrated Marketing Communications Officer Patrick O’Keefe will discuss the collaboration during TwitchCon San Diego 2025, taking place October 17–19 at the San Diego Convention Center.
In the weeks leading up to TwitchCon 2025, many streamers shared their concerns about safety at the event, and many even decided to cancel their trip entirely. Twitch responded and revealed that armed police officers will be at the event.
