Overview
- Twitch launched its first in-stream purchasing experience on October 17 through a partnership with e.l.f. Cosmetics and Amazon Ads.
- The eyes.lips.first shoppable element debuts on e.l.f.’s Elfyou channel, allowing browsing and checkout without interrupting the broadcast.
- Amazon Ads executive Sarah Looss said the format keeps viewers immersed while discovering and buying products in real time.
- The launch is reported as a first-of-its-kind live-shopping format for Amazon-owned Twitch as social commerce accelerates on platforms like TikTok.
- E.l.f. plans to discuss the collaboration at TwitchCon San Diego and draws on its Twitch presence since 2020, with roughly 24,000 followers and a peak stream of 1.1 million viewers.