Amaze Holdings, Inc., a creator commerce company, has entered a non-binding letter of intent for a strategic minority investment in C2 Live Inc., a live social platform aimed at creators.

The proposed deal would pair Amaze’s commerce infrastructure, which spans more than 14 million creator storefronts, with C2’s live-streaming ecosystem of roughly 1.5 million registered users, according to a press release. The companies said they intend to explore integrating Amaze’s commerce, fulfillment and shopper analytics tools with C2’s live social engagement, virtual economies and gamification features, alongside broader collaboration on product strategy, technology and go-to-market plans.

C2, a subsidiary of C2 Capital Group, Inc., launched roughly two years ago and has reported generating more than $11 million in cumulative revenue. The company is expanding across North America and Asia. It competes in the live social market against TikTok LIVE and BIGO, the live platform operated by JOYY Inc.

“This investment is about giving creators more ways to turn real-time engagement into income,” said Joel Krutz, CEO of Amaze. “By connecting our commerce infrastructure and creator tools to C2’s live social platform, we’re opening new paths for discovery, engagement and monetization for creators across both ecosystems, while giving our shareholders exposure to an engine that is already turning that engagement into rapidly growing revenue.”

Jonathan Honig, Chairman of the Board of C2 Capital Group, said the deal “creates opportunities to engage with Amaze’s ecosystem of more than 14 million creator storefronts” and could “generate meaningful long-term value for both companies and their shareholders.” Lamont Wilcott, C2’s CEO, said the capital and strategic support would help “accelerate our roadmap across gamification, storefronts and live shopping.”

Dominari Securities, LLC, a subsidiary of Dominari Holdings Inc., has advised C2 Capital Group since its inception and supports the deal, according to the press release. The LOI is non-binding, and the companies have not disclosed proposed deal terms or a timeline for a definitive agreement.

The move extends a live commerce push Amaze began earlier this year. In March, the company announced the rollout of new live shopping tools enabling in-stream purchasing, real-time audience features like polling and dynamic product highlights, and promo codes designed to convert engagement into sales. At the time, Amaze framed the tools around a shift in viewing habits: a Harris Poll survey commissioned by Tubi found 67% of U.S. adults consider creator content more original than most TV or film, and 63% said watching it felt no different from streaming a show.

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