Twitch debuts first live-shopping stream where viewers can buy products directly

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Twitch now lets viewers buy things directly within live streams. You can purchase products without ever having to leave the broadcast.

We’re testing a new feature with e.l.f. Cosmetics and Amazon Ads. It’s the first time we’re directly integrating a live shopping tool into our platform – similar to how TikTok lets you buy things without leaving the app. This makes shopping a seamless part of watching content.

e.l.f. Beauty has launched a new feature on its Twitch channel, e.l.f.YOU!, called eyes.lips.first. This allows viewers to shop for and buy products directly while watching live streams.

Twitch introduces live-shopping to test real-time e-commerce

Amazon’s new feature lets viewers discover and buy products while watching streams, without interrupting their experience. Sarah Iooss, Head of US Agency at Amazon Ads, explains it’s a great way for brands to connect with customers in a fun and engaging way.

This feature helps brands connect with active communities on Twitch, allowing viewers to instantly buy products they see during live streams.

To announce the new partnership, Patrick O’Keefe, e.l.f. Beauty’s head of marketing, will be speaking at TwitchCon San Diego 2025. The event will be held October 17–19 at the San Diego Convention Center.

Before TwitchCon 2025, a lot of streamers expressed worries about safety, and some chose not to attend as a result. Twitch addressed these concerns by announcing that armed police will be present at the event.

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2025-10-17 22:49