Live shopping pioneer QVC Group has unveiled a strategic agreement to host 24/7 live shopping streams featuring its brands, products, and talent on TikTok. Building on QVC’s established capabilities in live content production and discovery-driven retail, shoppers will be able to join live shopping streams on the app at any time.
Across its existing video platforms, including HSN, QVC Group produces more live shoppable content than anyone else – 40,000+ hours per year, featuring 100+ celebrity partnerships and the company’s own host-creators. It currently offers 400,000 products and ships over 200 million units a year to customers.
Yet despite its scale, there is a general view that the company needs to pivot its business more in the direction of social media to keep pace with consumer trends.
Commenting on the deal with TikTok, David Rawlinson II, president and CEO, QVC Group, said: “We are uniquely suited to bring our large-scale, high-volume, live social shopping experience to TikTok (which has) over 170 million users. We are excited to share our powerhouse lineup of celebrities, hosts, brands and products in this 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.”
QVC has already established a presence on TikTok Shop. Since it launched on the platform in August 2024, 74,000 TikTok creators have featured QVC items through their shoppable videos and livestreams. Under the new agreement, QVC will be making an even wider assortment of brands and products available. The company said: “This opens the door for QVC to connect with even more creators on TikTok, who can share these exciting products with their audiences. The new experience will specifically feature original QVC and HSN content created just for TikTok.”
Since TikTok Shop launched in the US in 2023, the number of people shopping on the platform each month has nearly tripled. “Live shopping on TikTok Shop, which blends entertainment, education, and commerce, is redefining how people discover and purchase products they love,” commented Nico Le Bourgeois, head of US Operations for TikTok Shop. “QVC and HSN hosts have mastered live shopping moments for decades and we’re thrilled to bring this shopping experience to TikTok’s community.”
