QVC is working hard to revamp its image while staying true to its roots. Late last year the company changed its name from Qurate Retail Group to QVC Group, bringing its biggest brand to the forefront. Now QVC wants to shed its TV roots and become known instead as a “live social shopping company,” and its first big move is a new deal with TikTok Shop that will see the OG home shopping network host 24/7 live shopping streams on TikTok that viewers can join via the app any time, day or night.
The strategic agreement with TikTok follows a major restructuring at QVC Group in late March that saw the elimination of 900 team members across HSN, QVC U.S. and the Global Shared Services division. The move is part of the company’s “WIN” growth strategy, aimed at increasing revenues by delivering live shopping content wherever consumers are shopping.
Increasingly, TikTok is one of those places. Thousands of merchants are now selling on TikTok Shop, and the number of shoppers using the platform has tripled every single month since the offering launched in 2023. QVC debuted on TikTok Shop in August 2024, and since that time the company said that more than 74,000 creators have featured its products on the app through shoppable videos and livestreams.
Now, under the new partnership with TikTok, QVC Group plans to make an even wider assortment of brands and products available on TikTok Shop, opening the door for the company to work with even more creators. The 24/7 streams also will feature original QVC and HSN content created specifically for TikTok.
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“Live shopping on TikTok Shop, which blends entertainment, education and commerce, is redefining how people discover and purchase products they love,” said Nico Le Bourgeois, Head of U.S. Operations for TikTok Shop in a statement. “QVC and HSN hosts have mastered live shopping moments for decades and we’re thrilled to bring this entertaining shopping experience to TikTok’s community.”
While the medium might be different, there’s no denying that QVC has been the leader when it comes to live shopping since the days when it only happened on television. Across its various video platforms, QVC Group already produces more than 40,000 hours of content every year, featuring 400,000+ products.
“We are uniquely suited to bring our large-scale, high-volume, live social shopping experience to TikTok, an extremely popular platform with over 170 million users,” said David Rawlinson II, President and CEO of QVC Group in a statement. “We are excited to share our powerhouse lineup of celebrities, hosts, brands and products in this interactive format. Our agreement will be a catalyst to transform shopping and discovery, not only for QVC Group and TikTok Shop, but also for social shopping at large.”
