QVC, in partnership with HSN, will launch 24/7 live shopping streams on TikTok as part of its strategy to expand audience reach, particularly among younger shoppers.
This collaboration with TikTok aims to showcase a diverse range of brands and products to a wider consumer base.
David Rawlinson, president and CEO of QVC Group Inc said: “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.
“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.”
This is a strategic move for the company, as a recent survey revealed that TikTok Shop is becoming an increasingly popular destination among US shoppers.
The new experience will feature originally produced content that is tailored for TikTok, and content creators will be able to feature their products in their livestreams.
Nico Le Bourgeois, Head of US Operations for TikTok Shop, said: “Live shopping on TikTok Shop, which blends entertainment, education, and commerce, is redefining how people discover and purchase products they love.
“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.”
This news follows the company’s consolidation of its QVC and HSN brands, and the closure of its headquarters in St. Petersburg, Pennsylvania.
As part of its operational shake-up, QVC also laid off 900 employees and appointed media veteran Alex Wellen to lead as chief growth officer.
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