The Twitch platform has added a live-shopping tool: viewers will be able to place orders without leaving the broadcast. The solution was shown on the eve of TwitchCon in San Diego, the first partner was elf Cosmetics, and the technological part is provided by Amazon Ads.
The Twitch platform has added a live-shopping tool: viewers will be able to place orders without leaving the broadcast. The solution was shown on the eve of TwitchCon in San Diego, the first partner was elf Cosmetics, and the technological part is provided by Amazon Ads.
According to Engadget, interactive blocks with products will appear directly on the official channel of the brand elfYOU!. The user sees the product at the moment it is shown in the stream, and can buy it right in the same window. There is no need to go to separate sites, mobile applications and desktop web maintain continuous viewing and chat.
For brands, this means a new «conversion point» within the content. The format works as a showcase built into the broadcast, and the Amazon Ads advertising infrastructure pulls up the catalog, prices and analytics. Twitch emphasizes that the mechanics are focused not only on beauty, the first case with elf is a demonstration, then the tool will be opened to other categories and partners. The elf team explains the launch as a desire to combine gaming culture and shopping, so that viewers buy at the moment of interest.
For streamers, this innovation has several positive aspects. First, a new source of income appears alongside subscriptions, donations, and advertising integrations. Second, purchases do not «break» the viewing session, so there is less risk of losing the audience during promotions. Third, brands will be able to build special broadcasts around releases and collaborations and track performance in real time.
Global platforms are already testing in-video commerce, including TikTok Shop in 2023. Twitch’s move is logical: the platform has an active community, streams last for hours, and an integrated shopping cart shortens the path from «saw» to «purchased.» If the pilot shows conversion, live-shopping could become the standard for streaming promotions — from tech to merch and games.
Previously, dev.ua wrote about how in the first half of 2025, Ukrainian-language broadcasts on YouTube and Twitch continued to demonstrate stable growth: according to Streams Charts, the total number of hours watched exceeded 172.6 million.
