QVC Group to host 24/7 live shopping streams on TikTok
QVC Group is reaching out to a younger audience by launching the first round-the-clock live social shopping experience with TikTok Shop.
The company, whose portfolio includes QVC, HSN, Ballard Designs, Frontgate, Garnet Hill and Grandin Road, will host 24/7 live shopping streams that feature its brands, products and talent on TikTok. Shoppers will be able to join live QVC shopping streams on the TikTok app at any time.
QVC initially launched on the TikTok Shop social commerce platform in August 2024. Since that time, more than 74,000 TikTok creators have featured QVC items through their shoppable videos and livestreams on the app.
Through the new agreement, QVC Group will make a wider assortment of thousands of brands and products available. The new experience will specifically feature original QVC and HSN content created just for TikTok, and creators on TikTok will be able to feature QVC and HSN products in their livestreams.
"We are uniquely suited to bring our large-scale, high-volume, live social shopping experience to TikTok, an extremely popular platform with over 170 million users," said David Rawlinson II, president and CEO, QVC Group Inc. "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 company, which officially changed its name to QVC Group from Qurate Retail in February 2025, in November 2024 announced plans to rebrand as part of a new growth strategy to focus more on social media and live streaming to engage customers. It has set a goal to achieve $1.5 billion-plus run-rate revenue from streaming and social within three years.
QVC has also partnered with a number of other streaming and smart TV services (including Amazon Freevee and Vizio and Samsung smart TVs), and operated a TikTok-like video shopping app called Sune from April 2023 to November 2024.
QVC moves forward as possible TikTok ban looms
QVC is expanding its relationship with TikTok even as the social platform’s future in the U.S. remains somewhat uncertain. The Foreign Adversary Controlled Applications Act was passed in April 2024 in response to longstanding concerns over possible ties between its China-based parent company ByteDance and the Chinese Communist Party and possible risks to U.S. user privacy (ByteDance and TikTok have publicly denied the validity of these concerns).
[READ MORE: Biden signs potential U.S. TikTok ban into law]
Due to this legislation, which makes it unlawful for U.S. companies to distribute, maintain, or update TikTok unless U. S. operation of the Chinese-owned platform is severed from Chinese control, TikTok briefly went dark in the U.S. during the weekend of Jan. 18-19.
However, President Trump temporarily repealed the ban for a review period which expires Saturday, April 5, 2025. Media reports indicate Trump and the U.S. government are actively exploring possible business deals that would let TikTok continue operating in the U.S.
"Live shopping on TikTok Shop, which blends entertainment, education, and commerce, is redefining how people discover and purchase products they love," said Nico Le Bourgeois, head of U.S. operations for TikTok Shop. "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."
QVC Group's portfolio of brands includes QVC, HSN, Garnet Hill, Grandin Road, Ballard Designs, and Frontgate. The company liquidated its daily deals-focused Zulily digital apparel business at the end of 2023, but its intellectual property and brand assets were purchased by Overtock and Bed Bath & Beyond parent Beyond in March 2024.
