"Twitch will now allow its users to buy products without dragging them away from the stream they're watching. Announced ahead of TwitchCon, which kicks off today in San Diego, Twitch is launching the live-shopping feature in partnership with e.l.f. Cosmetics, a sub-brand of e.l.f. Beauty. The tech is powered by Amazon Ads. The brand's eyes.lips.first. shoppable element will appear on its official Twitch channel, e.l.f.YOU!,"
"which Patrick O'Keefe, the company's Chief Integrated Marketing Communications Officer, said was designed to "empower female gamers, celebrate creativity and build confidence at the intersection of makeup and the streaming culture." Twitch users can purchase e.l.f. Cosmetics products as they discover them in a stream, without being taken to a separate page. E.l.f. Launched on Twitch in 2020 and often collaborates with gaming content creators to boost brand awareness."
Twitch is launching a live-shopping feature that allows users to buy products without leaving the stream. The feature is introduced in partnership with e.l.f. Cosmetics and is powered by Amazon Ads. e.l.f.'s eyes.lips.first. shoppable element will appear on the brand's official Twitch channel, e.l.f.YOU!, and targets female gamers by combining makeup with streaming culture. Twitch viewers can purchase products as they discover them in a stream, without being redirected to separate pages. e.l.f. has used Twitch since 2020 and frequently collaborates with gaming creators to raise brand awareness. The move follows trends in short-form commerce such as TikTok Shop.
Read at Engadget
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