This paper addresses the prevalent issue of label shift in an online setting with missing labels, where data distributions change over time and obtaining timely labels is challenging. While existing methods primarily focus on adjusting or updating the final layer of a pre-trained classifier, we explore the untapped potential of enhancing feature representations using unlabeled data at test-time. Our novel method, Online Label Shift adaptation with Online Feature Updates (OLS-OFU), leverages self-supervised learning to refine the feature extraction process, thereby improving the prediction model. Theoretical analyses confirm that OLS-OFU reduces algorithmic regret by capitalizing on self-supervised learning for feature refinement. Empirical studies on various datasets, under both online label shift and generalized label shift conditions, underscore the effectiveness and robustness of OLS-OFU, especially in cases of domain shifts.