QVC is betting on TikTok to help revive its live shopping business
The Genesis of a Digital Alliance: QVC Meets TikTok
In a bold move to reclaim its throne in live commerce, QVC Group announced a strategic agreement with TikTok Shop in April 2025, launching the first U.S. 24/7 live social shopping experience. This partnership isn't just a test; it's a full-scale deployment of QVC's decades of expertise onto the platform where discovery-driven retail thrives. By streaming original QVC and HSN content around the clock, the company is directly injecting its signature blend of entertainment and commerce into the TikTok ecosystem, aiming to capture the attention of millions who scroll for fun and shop on impulse.
David Rawlinson II, President and CEO of QVC Group, highlighted the synergy, stating, “We are uniquely suited to bring our large-scale, high-volume, live social shopping experience to TikTok.” With over 170 million users in the U.S. alone, TikTok offers a vast, engaged audience that QVC is eager to convert into loyal customers. This alliance marks a pivotal shift from traditional TV channels to social platforms, signaling QVC's commitment to evolving with consumer habits rather than clinging to the past.
Why TikTok is the Perfect Playground for QVC
TikTok Shop has rapidly become a powerhouse in social commerce, blending short-form video entertainment with seamless purchasing options. Since its U.S. launch in 2023, the number of monthly shoppers on the platform has nearly tripled, with sales reportedly doubling to over $10 billion in a year. For QVC, this environment is ideal because it mirrors the core principles that made the brand a household name: trust, storytelling, and real-time interaction. TikTok’s algorithm-driven discovery means users stumble upon products they never knew they wanted, much like channel surfing on old-school TV.
Nico Le Bourgeois, Head of US Operations for TikTok Shop, noted, “Live shopping on TikTok Shop... is redefining how people discover and purchase products.” QVC’s hosts, who have mastered the art of live sales for decades, bring a level of polish and credibility that enhances TikTok’s native creator content. This fusion creates a shopping experience that feels both familiar and fresh, appealing to both nostalgic viewers and digital natives seeking authentic recommendations.
Leveraging Unmatched Production Scale
QVC isn't just dipping a toe in the water; it's diving in with a production arsenal that includes over 40,000 hours of live content annually and partnerships with more than 100 celebrities. This scale allows for consistent, high-quality streams that can adapt to TikTok’s fast-paced nature. By producing content specifically for TikTok, such as behind-the-scenes clips or quick demos, QVC ensures its offerings feel native to the platform rather than a recycled TV broadcast.
Numbers Tell the Story: A Resurgence Fueled by Social
The early results of QVC’s TikTok venture are nothing short of impressive. Since launching on TikTok Shop in August 2024, over 74,000 creators have featured QVC products in their videos and livestreams, generating a ripple effect of organic promotion. In less than a year, QVC Group amassed 35 million livestream views on TikTok, and in the second quarter of 2025 alone, it traced more than 100,000 new customers back to the platform. These metrics underscore a tangible revival, with TikTok quickly becoming a top revenue driver for the company.
Alex Wellen, President and Chief Growth Officer of QVC Group, predicts that TikTok could soon overtake any other channel in terms of growth. “The fastest-growing consumer base [for QVC Group] is already happening on TikTok,” he said, emphasizing the platform's potential to offset declines in traditional cable viewership. With QVC now operating five dedicated TikTok channels—including QVC Beauty, Fashion, and Home—the brand is expanding its digital footprint while re-engaging long-time customers who have followed it for years.
Beyond the US: A Global Strategy Unfolds
QVC’s TikTok strategy isn't confined to American shores. In the UK, QVC UK teamed up with TikTok Shop for a ten-hour live broadcast on Black Friday Eve in November 2025, featuring hosts like Molly Squire and Jess Woods showcasing brands from Neom to Le Creuset. Since launching on TikTok Shop in March 2025, QVC UK has delivered over 50 live streams, attracted 10,000 new shoppers, and seen record-breaking sales, such as with Elemis. This global approach highlights a coordinated effort to tap into TikTok’s worldwide user base, adapting content to local markets while maintaining QVC’s core values.
Robyn Cooke, Social Commerce Lead at QVC UK, explained, “Joining TikTok Shop allows us to bring that same excitement and trust to a new generation of customers.” By integrating QR codes for in-person events and leveraging TikTok’s interactive features, QVC is creating a seamless omnichannel experience. This expansion signals a broader industry trend where legacy retailers use social platforms to stay relevant and competitive in an increasingly digital landscape.
The Human Element: Creators and Community Building
At the heart of QVC’s TikTok success is its emphasis on human connection. The company works with approximately 400,000 creators, offering them a vast catalog of 75,000 products to promote through shoppable videos. Wellen described the appeal simply: “You could pick a product you love, talk about it from the heart and make a fortune.” To incentivize this, QVC has implemented a loyalty program for top affiliates, rewarding them with better commissions, exclusive product access, and recognition. This strategy not only drives sales but also fosters a sense of community among creators.
Wellen added, “If you’re a creator and you work with QVC, we want it to be worth your time.” By empowering influencers to share genuine endorsements, QVC taps into TikTok’s culture of authenticity, which resonates more with users than traditional advertising. This creator-centric model amplifies QVC’s reach without the overhead of constant brand-led broadcasts, making it a scalable and effective way to rebuild its live shopping business.
Trust Through Storytelling
QVC’s decades of experience in building trust through storytelling translate well to TikTok, where personal narratives drive engagement. Hosts and creators alike can answer questions in real-time, demystify products, and share personal anecdotes, creating a dialogic shopping experience that feels less transactional and more relational. This human touch is crucial in an era where consumers crave authenticity over slick sales pitches.
Reaching New Audiences: From Gen Z to Boomers
While TikTok is often dubbed “QVC for Gen Z” due to its youthful user base, QVC’s presence on the platform is resonating across age demographics. Women aged 45 and older are actively engaging with QVC on TikTok, dispelling myths that older consumers shy away from social commerce. In May 2025, QVC highlighted this with its “Age of Possibility” event, part of TikTok’s Super Brand Day, featuring ambassadors like Hoda Kotb and Billie Jean King. This campaign celebrated women over 50 and became QVC’s highest-viewed livestream on TikTok, proving that inclusive content can bridge generational gaps.
Wellen noted, “I think we’re being foolish if we think they’re not buying at a significant rate on these different platforms.” By tailoring content to diverse interests—from beauty tutorials to home essentials—QVC ensures it appeals to both trend-driven youths and value-seeking older adults. This broad demographic reach is key to reviving its business, as it stabilizes revenue streams that were once reliant on cable TV’s aging audience.
The Future of Live Shopping: Where Do We Go From Here?
As QVC charts its course on TikTok, it’s clear that live shopping is evolving beyond passive viewing into an interactive, social experience. Wellen’s insight that “social scrolling is the new channel surfing” captures this shift perfectly; today’s consumers stop their thumbs for content that feels personal and engaging. QVC’s ability to merge entertainment with commerce positions it at the forefront of this transformation, potentially setting a benchmark for other retailers. The partnership with TikTok Shop isn't just a revival tactic—it's a blueprint for the future of retail, where every screen becomes a doorway to discovery and community.
Looking ahead, innovations like augmented reality try-ons or AI-driven personalization could further enhance QVC’s TikTok streams, making shopping even more immersive. As the lines between social media and e-commerce blur, QVC’s gamble on TikTok may well redefine what it means to shop live, turning casual viewers into dedicated customers and ensuring that the brand’s legacy endures in the digital age. The journey from TV remote to smartphone tap is complete, and for QVC, the best deals are now just a scroll away.