e.l.f. Cosmetics has become the first brand to launch a shoppable in-stream element on Twitch, powered by Amazon Ads, marking a major step in merging live-streaming and e-commerce. The new feature allows viewers to purchase e.l.f. products directly within a Twitch broadcast without leaving the stream, creating a seamless shopping experience that aligns with real-time engagement.
The shoppable element will debut on e.l.f.’s official Twitch channel, e.l.f.YOU!, which serves as a hub for connecting with creators, gamers, and beauty....