Twitch, which is being bought by Amazon, does not plan on becoming a retail store as part of the acquisition.
Emmett Shear, CEO of the video platform for gamers, said at the TechCrunch Disrupt Conference on Monday that the transformation would ruin the company, according to CNET. He added that Twitch already focuses on advertising to gamers and works with partners connected to product pages, including Amazon's.
"I know it's the last thing I want and I think it's the last thing Amazon wants, too," Shear said.
Amazon is reportedly buying Twitch for $970 million, but the e-commerce giant has yet to reveal how its service will be integrated with that of Twitch's.
Shear also said that the two companies have not discussed the idea of sharing data, The Guardian reported.
"Our entire website, in some ways, is a native advertising unit of videogames," he said at the conference. "If you change that into a storefront, you destroy a lot of what's great about Twitch."
"I do think we'll be doing a lot more to aid our partners if they want to do that [sell games], but there's a difference between that and serving as a storefront for Amazon," he added.
Twitch has grown in popularity since its introduction in 2011, CNET reported. The site exceeded Hulu in internet traffic in February, which was followed by its deals with Microsoft and Sony to power live streaming on the Xbox One and the PlayStation 4 consoles. Twitch currently has 55 million users.
Google was said to be interested in buying Twitch, but rumors claimed that Twitch chose to work with Amazon instead because Google wouldn't give the company control over future decisions. While Shear didn't say if the rumors were true, he did say that Amazon was chosen for the deal because the company's hands-off approach would give Twitch more freedom.
