Merch company Teespring, which operates a pact with YouTube that enables creators to vend items alongside their videos, is joining forces with competing platform Twitch. Launching tomorrow via a downloadable beta extension, Teespring compatibility will be available to all Twitch users.
The pact will bring an all-new functionality to Twitch — in the form of ‘subscriber-only’ merch. Subscribers on Twitch are different from subscribers on YouTube, in that they pay a monthly fee for exclusive perks — now including merch. The integration will also enable viewers to shop for products without leaving Twitch, and can generate animated in-stream alerts so that creators can engage with fans whenever they make a purchase.
Teespring, which enables infulencers to design and sell their own creations, pacted with YouTube to launch Merch Shelves last year. The company asserts that it has undergone a dramatic turnaround after being on the verge of shuttering in 2016, and now predicts it will hit $1 billion in lifetime sales this year.
Twitch counts 15 million daily active users, while Teespring is currently used by 100,000 total creators — 18,000 of which are Twitch streamers. On YouTube, Teespring says its merch shelf integration has driven 30% more clickthroughs than other traffic sources. It expanded the stateside pact to the European Union last November.
“We are always seeking ways in which to bring more opportunities for creators to connect with their followers through industry firsts that keep up with the fast-paced demands of the incredibly influential Gen Z market,” Teespring CEO Chris Lamontagne said in a statement. “Twitch is the perfect addition to our partnership ecosystem in achieving this goal and we’re thrilled to bring another first to the social commerce market.”
You can check out the new feature in action via an intro video below: