On the eve of TwitchCon in San Diego, Twitch announced an innovative livestream shopping feature that allows users to purchase items directly during their livestream. The new service, powered by Amazon Advertising, features beauty brand elf Cosmetics as a launch partner.
Marketing strategies to deeply cultivate the gaming community
Since entering Twitch in 2020, elf Cosmetics has frequently collaborated with gaming content creators to increase the brand's visibility in the gaming community. This long-term layout has enabled elf Cosmetics to have a deeper understanding of gaming culture and live streaming ecology.
The shoppable item, called eyes.lips.first, will appear on elf Cosmetics' official Twitch channel, "elfYOU!" Patrick O'Keefe, the company's Chief Integrated Marketing Communications, said the move will empower female gamers, celebrate creativity, and build confidence at the intersection of beauty and livestreaming culture.
Unlike the traditional e-commerce shopping process, Twitch users can now purchase elf Cosmetics products directly when they discover them during live broadcasts, without having to jump to other pages, achieving a truly seamless shopping experience.
As for Twitch's design, the market believes that it was at least partially inspired by TikTok.
TikTok launched the TikTok Shop feature in 2023, allowing businesses to showcase their products and place affiliate marketing videos in users' news feeds. On the platform, creators can earn sales commissions by promoting products, forming a complete business ecosystem.
Extension of the live e-commerce trend
The launch of this new feature signifies Twitch's aggressive expansion of its platform business model, extending its reach beyond traditional subscription and advertising revenue to include the rapidly growing livestream e-commerce sector. As livestream shopping becomes increasingly popular globally, Twitch, with its vast livestream content and loyal user base, is poised to capture a significant share of this emerging market.
For content creators, this feature also opens up new monetization channels, allowing them to more directly convert their influence into commercial value. Whether it will be expanded to more brands and creators in the future will be worth watching closely.
