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EMARKETER

QVC bets on TikTok, social commerce to save its business

Article by Rachel Wolff  |  Apr 2, 2025
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QVC bets on TikTok, social commerce to save its business
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Social Commerce
United States

The news: QVC is hosting nonstop livestreams on TikTok, a first for the platform, as it looks to social commerce to revive its business.

The strategy: QVC is betting on TikTok to offset the decline of linear TV, which is causing the retailer to hemorrhage customers and sales.

  • QVC and HSN reached 44% and 37% fewer viewers, respectively, in 2024 compared with 2018, CEO David Rawlinson said during the company's Q4 earnings call.
  • As engagement continues to shift to digital channels, QVC is hoping to shift with it: The company is looking to reinvent itself as a “live social shopping company,” with the aim of generating $1.5 billion in run-rate revenues from social platforms within three years, according to a March letter to shareholders.

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