QVC Launches 24/7 Live Shopping Streams on TikTok

The initiative aims to redefine social shopping and attract Gen Z audiences, despite uncertainties surrounding TikTok's future in the U.S.

QVC has debuted 24/7 live shopping streams on TikTok, marking a significant shift toward live social shopping to address declining TV viewership.
The partnership builds on QVC's presence on TikTok Shop, where over 74,000 creators have featured QVC products since August 2024.
QVC's new TikTok content will include thousands of products, celebrity hosts, and influencers to engage younger, Gen Z audiences.
This move is part of QVC's broader restructuring strategy, which recently included 900 layoffs and operational consolidation to its Pennsylvania headquarters.
TikTok's uncertain future in the U.S., with a potential ban or forced divestment by April 5, poses risks to QVC's digital transformation efforts.