The QVC Group has launched TikTok U.S.’s first 24/7 live third-party social shopping stream with a berth on TikTok Shop. The move builds on QVC’s existing presence on TikTok Shop, a tab within the TikTok app where it debuted in August 2024. QVC, which launched in 1986 as the Quality Value Channel, built its business around live cable TV shopping but has seen the sector contract due to cord cutting. QVC Group CEO David Rawlinson is tasked with reinventing the network by engaging younger shoppers through social media. QVC Group is a subsidiary of John Malone’s Liberty Media.

“By integrating with TikTok Shop, known for its vast audience and shopping discovery, this new live 24/7 shopping stream will feature QVC Group’s brands [including QVC and sister service Home Shopping Network, or HSN], products, and talent on the social media platform, creating an always on-shopping experience,” writes Adweek.

CNBC reports that since launching on the TikTok Shop, “more than 74,000 TikTok creators have featured QVC products on their shoppable videos and live streams,” a phenomenon Rawlinson expects to grow as a result of this broader deal.

QVC has nearly half a million followers on TikTok, according to Fast Company. That’s a fraction of the 200 million homes it reaches on cable TV but has growth potential while cable is shrinking. The company also operates its own QVC+ and HSN+ streaming services and other social accounts.

As of February, Statista reported TikTok has nearly 136 million U.S. users.

“We are uniquely suited to bring our large-scale, high-volume, live social shopping experience to TikTok,” Rawlinson said in an announcement, positing that the partnership “will be a catalyst to transform shopping and discovery, not only for QVC Group and TikTok Shop, but also for social shopping at large.”

While live social media shopping “has exploded in China, it’s been slow to take off in the U.S.,” notes CNBC.

The QVC Group saw 2024 revenue decline by 5 percent, to $6.6 billion, while operating losses ballooned to $1.3 billion in Q4 — a 150 percent increase from the same period the prior year — according to its most recent earnings report.

Chinese parent ByteDance’s most recent deadline to sell TikTok was April 5, but President Trump extended it another 75 days, writes NBC News, reporting that the parties appeared close to a deal that was “scuttled because of Trump’s tariffs on China.”

Related:
QVC and HSN Lay Off Hundreds of Employees, Newsweek, 4/1/25