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You can only play the DLC/Expansion through Steam if you buy it on Steam but if you buy the game from the website (even with your Steam and ESO accounts linked) you won't be able to play the DLC/Expansion you purchase because it wasn't through Steam.
I have ESO purchased on (and installed and launched from) Steam, but I buy expansions, crowns, and ESO Plus exclusively through the ESO website and not through Steam. My accounts are linked.
Edit: I probably should mention that I had just bought Elsweyr Digital Collector's Edition last month during the Black Friday sale on the ESO site, even though I already owned the base game and Morrowind. That perfectly caught me up on the expansions I was missing as well as the Collector's things.
Sidenote if you want to, you can even launch ESO without steam, the launcher is located in the Zenimax Online folder in Steam Common
You can certainly contact them to ask but the answer from them has always been "Sorry, you agreed through Steam so you're stuck with Steam launcher" there isn't a way to convert your Steam account to ESO. You can log in on their site and such but there's no way to divorce your account from Steam and just pick up where you left off on the launcher/game from the ESO site. Similar to how console users have to start from scratch if they swap to PC.
My understanding of this from past peoples postings, as I have never done it, is that if you bought the main game through Steam. you can purchase from ZOS main site, install and play it, but, it will not show in Steam that you own it.
Bought TESO Greymoor Collector's Edition steam-key (full game, not upgrade) and install client via Steam.
After that start game via Steam, it login to my actual account automatically and i received all four DLC Collectors bonuses and Greymoor content