Billboard Women in Music 2025
QVC Group is joining forces with TikTok to a greater degree.
The live shopping group is deepening its partnership with the social and e-commerce platform, which will entail 24/7 shoppable livestream content and encompass a larger swath of brands and products. QVC initially launched on TikTok Shop in August 2024.
QVC Group will be creating TikTok-specific content out of dedicated studio space in Studio Park, the headquarters of QVC and HSN in West Chester, Pa., and nationwide with partnering TikTok creators.
The organization has wound down operations at its St. Petersburg, Fla.-based operations and consolidated both QVC and HSN to Studio Park in February.
Citing TikTok’s 170 million-plus users, president and chief executive officer of QVC Group David Rawlinson 2nd said, “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.”
The latter trend, social shopping, has become a key pillar of QVC Group’s turnaround strategy. When it named Alex Wellen its president and chief growth officer in March, the company said, “Wellen will define and lead QVC Group’s growth strategy across U.S. social selling, streaming, digital [qvc.com and hsn.com], new business development and platform distribution.”
“Alex is a pivotal hire in our strategy to return to top-line growth by becoming a live social shopping company,” Rawlinson said at the time.
For 2024, consolidated net revenue fell 4.8 percent, or $452 million, in 2024, according to a Securities and Exchange Commission filing.
In addition to the consolidation of U.S. operations to a single studio, the company laid off around 900 employees — roughly 5 percent of its total workforce — in March, and is evaluating organizational structure in international markets as well.
“Live shopping on TikTok Shop, which blends entertainment, education and commerce, is redefining how people discover and purchase products they love,” Nicolas Le Bourgeois, head of U.S. operations at TikTok Shop, said in a statement. “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 debuted Shop in the U.S. in 2023. As reported, the platform was estimated to hit $1.5 billion in sales in the geography by late 2024. It debuted TikTok Shop in France, Germany and Italy on Monday.
