"In April, QVC Group started streaming 24/7 on the social-media platform, broadcasting its products to millions of users. Today, it has a total of five different TikTok channels, including QVC Beauty, QVC Fashion and, as of this month, QVC Home. In addition to running its own TikTok livestreams and offering goods via TikTok Shop, QVC Group works with 400,000 creators, who show off everything from cleaning products to pajamas. In the second quarter of 2025, the company traced more than 100,000 new customers back to TikTok Shop alone."
"Betting more on TikTok could prove helpful for QVC Group, which is seeing a decline in linear TV viewership. In August, the company reported that its revenue for the second quarter decreased 7% year over year. Still, even as it leans into TikTok, QVC Group - which also oversees HSN - isn't abandoning its other platforms. As QVC Group's vp of brand, Annette Dunleavy, told Glossy earlier this year, the company is continuing to invest in TV programming, streaming and digital to reach its audience via multiple channels."
"QVC has long been a pioneer in the live-shopping space, having debuted its first home-shopping shows in the 1980s. But the company - which stands for "Quality Value Convenience" - has also found a home on social media, including Facebook, Instagram and Pinterest. When QVC launched on TikTok Shop in August 2024, its audience was already on the platform, Wellen said. "They were like, 'Where were you? Thanks for coming. We were waiting for you,'" he said."
QVC Group launched 24/7 streaming on TikTok and now operates five TikTok channels, including Beauty, Fashion and Home. The company runs its own livestreams, sells via TikTok Shop and partners with roughly 400,000 creators who promote a diverse range of products. In Q2 2025, more than 100,000 new customers were traced to TikTok Shop. Company leadership reports rapid audience growth on TikTok and expects it to overtake other channels in the short term. Despite a 7% year-over-year revenue decline in Q2, QVC Group continues investing in TV programming, streaming and digital while overseeing HSN.
Read at Modern Retail
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