QVC is undergoing a bold reinvention, shifting its identity from a legacy television shopping channel to what it now calls a “live social shopping company.”
At the heart of this transformation is a strategic move to broadcast continuously on TikTok—an effort designed to revitalize its brand and connect with younger, digitally-native audiences.
This push into 24/7 livestreaming on one of the world’s fastest-growing social platforms represents more than a marketing experiment—it’s a survival strategy for an industry under siege from e-commerce giants, shifting demographics, and changing consumer behavior.
Pivot to TikTok and the New Face of QVC
QVC’s new TikTok channel, launched in early 2025, streams live product presentations around the clock. It is modeled on the classic home shopping experience—hosts showcasing and recommending products—but infused with TikTok’s interactive elements, such as real-time viewer comments, influencer-led product placements, and in-app purchasing.
The aim is to replicate the urgency and personality-driven sales of traditional TV shopping in a medium that appeals to Gen Z and millennial consumers.
The move comes in response to a steep decline in traditional television viewership and sales. In Q1 2025, QVC reported a 10% drop in revenue, underscoring the need to innovate.
CEO David Rawlinson has described the TikTok initiative as central to QVC's rebranding, saying the company’s goal is to create "a modern, mobile-first, social-first shopping experience.”
The HSN-QVC Alliance: A Combined Front
QVC’s transformation cannot be understood without examining its relationship with Home Shopping Network (HSN), its onetime rival and now sister brand under the Qurate Retail Group.
In 2017, QVC acquired HSN for $2.1 billion in stock, consolidating the two biggest names in TV shopping into one corporate structure.
The merger was driven by declining market share and mounting competition from digital retailers. Together, the brands hoped to streamline operations, share infrastructure, and create synergies across digital platforms. Today, QVC and HSN operate separate broadcast channels but share logistics, technology, and strategic direction under Qurate’s umbrella.
In practice, however, QVC has taken the lead in modernization. It is QVC, not HSN, that is spearheading the TikTok initiative and pushing most aggressively into livestream social commerce.
HSN’s studio operations in St. Petersburg, Florida, are being moved to QVC’s headquarters in Pennsylvania as part of a broader cost-saving plan and corporate restructuring that includes the layoff of approximately 900 employees.
Layman's Guide: How TV Shopping Worked—And Why It’s Changing
The original home-shopping model was simple: broadcasters showcased products live on television, using charismatic hosts to demonstrate features and offer limited-time deals. Customers could call in and order directly from their homes. This model relied heavily on impulse buying, persuasive presentation, and the convenience of at-home ordering.
For years, this formula worked. QVC and HSN became cultural fixtures, attracting millions of daily viewers, often older audiences, who enjoyed the blend of entertainment and retail.
But with the rise of Amazon, mobile shopping apps, and influencer marketing, traditional TV shopping has struggled to stay relevant.
Early Roots: From Radio to Television
Interestingly, the home shopping concept began not on television but on the radio.
HSN's earliest incarnation was a program on a Florida AM radio station in the 1970s, selling can openers. It transitioned to television in 1985 and became a phenomenon.
QVC launched a year later, emphasizing product information and quality over gimmicks, and quickly became a market leader.
Competitors and Market Landscape
QVC and HSN’s primary competition today comes from both established e-commerce platforms and nimble startups.
Amazon dominates with its Prime livestreams and user-generated reviews, while TikTok and Instagram increasingly function as shopping platforms in their own right.
Meanwhile, newer players like Whatnot and NTWRK are targeting niche audiences with highly interactive live commerce events, sometimes with celebrity or influencer hosts.
In international markets, particularly China, live shopping is even more entrenched. Platforms like Taobao Live and Douyin (China’s version of TikTok) generate billions in revenue through livestream product sales.
QVC’s pivot is in part a reaction to this global trend, aiming to recreate similar dynamics for U.S. consumers.
Future Outlook: Innovation or Obsolescence?
Whether QVC’s TikTok experiment succeeds may determine the broader fate of TV-based shopping networks.
The transition from linear television to mobile-first, on-demand platforms is fraught with risk—but also rich with opportunity. If QVC can effectively blend its legacy of trusted, personality-driven sales with the interactivity and spontaneity of social media, it may chart a path forward not just for itself, but for an entire industry in flux.
But success is not guaranteed. Much will depend on QVC’s ability to retain relevance, manage internal restructuring, and maintain consumer trust as it pivots to a new business model.
What is clear is that the era of passive, television-only shopping is over. In its place, a more dynamic, user-driven form of commerce is emerging—and QVC, for now, is determined not to be left behind.
