QVC Group Launches First U.S. 24/7 Live Social Shopping Experience with TikTok Shop

Rhea-AI Summary

QVC Group (QVCGA) has announced a strategic partnership to host 24/7 live shopping streams on TikTok Shop, marking the first continuous live social shopping experience in the U.S. The company will leverage its extensive live content production capabilities, featuring its brands, products, and talent on the platform.

QVC Group produces over 40,000 hours of live shoppable content annually, offers 400,000 products, and ships more than 200 million units yearly. Since joining TikTok Shop in August 2024, over 74,000 TikTok creators have featured QVC items in their content.

The partnership aims to capitalize on TikTok's 170 million users in the U.S., with TikTok Shop's monthly shopping user base nearly tripling since its 2023 launch. The initiative will feature original QVC and HSN content specifically created for the TikTok platform.

Positive

• Strategic expansion into TikTok's massive 170M user base
• Access to 74,000+ TikTok creators already promoting QVC products
• Leveraging existing infrastructure of 40,000+ hours of annual content production
• First-mover advantage in 24/7 live social shopping space

Negative

• Heavy competition in social commerce space
• Potential execution risks in adapting traditional TV shopping model to social media

Insights

E-commerce Strategy Analyst

QVC Group's strategic partnership with TikTok represents a significant expansion of the company's digital commerce footprint. This isn't merely another social media integration - it's the first 24/7 live shopping channel on TikTok, positioning QVC as a pioneer in U.S. social commerce.

The agreement leverages QVC's core strengths: producing 40,000+ hours of live shopping content annually, managing 100+ celebrity partnerships, and offering 400,000 products. Meanwhile, they gain access to TikTok's 170 million U.S. users, many representing younger demographics traditionally outside QVC's reach.

The performance metrics from QVC's initial TikTok Shop presence provide compelling evidence of potential success - 74,000 creators have already featured QVC products since August 2024. This expanded partnership will increase product assortment and creator relationships, creating a multiplier effect across the platform.

TikTok Shop's nearly tripled monthly shopper count since its 2023 U.S. launch demonstrates accelerating adoption of social commerce. QVC is strategically positioned to capitalize on this trend with its unmatched expertise in live video selling, potentially transforming both its customer acquisition strategy and revenue streams.

This partnership represents QVC's most aggressive move yet to evolve beyond traditional television commerce into digital-first channels, addressing the critical need to remain relevant as consumer shopping behaviors shift dramatically toward mobile and social platforms.

Combining QVC Group's live video and retail expertise with TikTok's audience and shopping discovery for a seamless, always-on shopping experience 

WEST CHESTER, Pa., April 2, 2025 /PRNewswire/ -- QVC Group, part of QVC Group, Inc. (Nasdaq: QVCGA, QVCGB, QVCGP), today announced a strategic agreement to host 24/7 live shopping streams that feature QVC Group's brands, products, and talent on TikTok. Building on QVC Group's unmatched capabilities in live content production and discovery-driven retail, shoppers can join live shopping streams on the app at any time. 

QVC Group is the original innovator in live shopping, with deep expertise in inspiring trust through exceptional brand storytelling, personalities, products and customer service. Across its 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. Through its extensive brand relationships, QVC Group offers 400,000 products and ships over 200 million units a year to customers.

"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, QVC Group, Inc. "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."

Since QVC launched on TikTok Shop in August 2024, over 74,000 TikTok creators have featured QVC items through their shoppable videos and livestreams on the app. Through this agreement, QVC Group will be making an even wider assortment of thousands of brands and products available. This opens the door for QVC Group 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.

"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 US Operations for TikTok Shop. "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." 

TikTok Shop is a place where shopping is fun, and the experience of discovering new products and brands brings people joy. Since TikTok Shop launched in the US in 2023, the number of people shopping on the platform each month has nearly tripled. 

About QVC Group
QVC Group^SM is a live social shopping company that redefines the shopping experience through video-driven commerce on every screen, from smartphones and tablets to laptops and TVs. QVC Group brings innovative products, compelling content, and unforgettable moments to millions of shoppers worldwide via social platforms, streaming apps, ecommerce sites and TV channels, making every screen a doorway to discovery, delight and community.

QVC Group reaches more than 200 million homes worldwide via 15 television channels, which are widely available on cable/satellite TV, free over-the-air TV, and FAST and other digital livestreaming TV. The retailer also reaches millions of customers via its QVC+ and HSN+ streaming experience, Facebook, Instagram, TikTok, YouTube, Pinterest, websites, mobile apps, print catalogs, and in-store destinations.

QVC Group, Inc. (NASDAQ: QVCGA, QVCGB, QVCGP) is a Fortune 500 company with six leading retail brands – QVC^®, HSN^®, Ballard Designs^®, Frontgate^® Garnet Hill^® and Grandin Road^® – and other minority interests. Headquartered in West Chester, Pa., QVC Group has team members in the U.S., the U.K., Germany, Japan, Italy, Poland and China. For more information, visit qvcgrp.com or follow QVC Group on YouTube or LinkedIn.

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SOURCE QVC Group

FAQ

What is QVC Group's (QVCGA) new partnership with TikTok Shop?

QVC Group is launching the first U.S. 24/7 live shopping experience on TikTok Shop, featuring their brands, products, and talent through continuous live streaming content.

How many TikTok creators have featured QVC products since August 2024?

Over 74,000 TikTok creators have featured QVC items through shoppable videos and livestreams on the platform.

What is QVC Group's (QVCGA) current content production capacity?

QVC Group produces more than 40,000 hours of live shoppable content annually, featuring 100+ celebrity partnerships and their own host-creators.

How many products does QVC Group (QVCGA) offer through its platforms?

QVC Group offers 400,000 products and ships over 200 million units annually to customers.

How has TikTok Shop's user base grown since its 2023 U.S. launch?

The number of people shopping on TikTok Shop has nearly tripled on a monthly basis since its U.S. launch in 2023.