Elon Musk's X partners with Paris Hilton for livestream shopping event

X users will be able to watch live streaming video content, chat with other users, buy merchandise and participate in Spaces.

While the announcement did not specify the event's start date or the products to be offered, Paris Hilton expressed excitement about exploring new ways to connect with her audience through video, live video, live shopping, and Spaces.

X's entry into the livestream shopping is not its first attempt to incorporate e-commerce into its platform. In the past, when the company was called Twitter, it introduced mobile storefronts for merchants, as well as features to announce product releases and send reminders to shoppers.

Following Elon Musk's acquisition of Company X, the platform began testing livestream shopping capabilities, initially partnering with Walmart for a Cyber Deals promotion in November 2022.

The current collaboration with Paris Hilton and her media company, 11:11, signifies a shift toward creator-focused livestreaming. X aims to empower creators through higher payouts and innovative initiatives in video, live commerce, Spaces, and more.

Despite a recent livestreaming glitch experienced by Musk, X is optimistic about the Paris Hilton partnership, given her 16.6 million followers on the platform. This initiative aligns with X's goal to evolve into an "everything app."