Drawing on social identity theory and the concept of product type congruence, this study examines how streamer gender and product type influence intention of impulsive buying in livestream e-commerce. We conducted a 2 (streamer gender: male vs. female) by 2 (product type: search goods vs. experience goods) mixed factorial experiment with 118 participants. Results showed that female streamers were more effective in motivating the intention of impulse buying overall, particularly for experience goods, while male streamers performed better with search goods. These findings contribute to the understanding of consumer behaviour in dynamic e-commerce environments and provide actionable insights for aligning streamers with product types to optimize sales strategies. Theoretical and practical implications are discussed.