On Wednesday, QVC Group hosted its first nonstop live shopping streams on the popular social media platform TikTok, aiming to reach a broader audience and revive its business, writes Lillian Rizzo for NBC10 Philadelphia.
QVC’s TV network hosts are also featured on the app, along with TikTok creators.
The company is best known for its two television shopping networks, QVC and HSN, which used to attract a large swath of viewers and consumers. Now, QVC is shifting its focus to social media.
Social media shopping has surged in China but has yet to gain full traction in the U.S. Another challenge is TikTok’s uncertain future here.
This latest partnership expands on QVC’s previous collaboration with TikTok, and gives the platform its first 24/7 live stream of shoppable content. TikTok Shop has been featuring QVC products since August, with over 74,000 creators showcasing them in shoppable videos and livestreams.
“Everybody’s been talking about this being the next big thing in retail for five or 10 years but it never quite has hit,” CEO David Rawlinson said. “I think this is the start of it really hitting. And that’s the TikTok bet. That’s our bet.”
Read more about QVC and TikTok at NBC10 Philadelphia.
______
