October 13, 2025
From Cable TV to TikTok: QVC’s Live Shopping Success
October 13, 2025
From Cable TV to TikTok: QVC’s Live Shopping Success
The home shopping giant QVC is dominating TikTok’s live shopping boom. See how “social scrolling” is attracting millions of viewers and 100,000+ new customers.
Social Scrolling Is the New Channel Surfing”: QVC Goes All-In on TikTok’s Live Shopping Boom
QVC, the original home shopping giant, is rewriting its playbook for the TikTok era. Once known for cable TV infomercials and marathon product demos, the company is now streaming 24/7 on TikTok — and the results speak for themselves.
Since launching its first TikTok livestream in 2024, QVC Group has exploded across the platform with five dedicated TikTok channels — including QVC Beauty, Fashion, and the newly launched QVC Home. Together, they’ve driven over 35 million livestream sessions and attracted more than 100,000 new customers from TikTok Shop in just one quarter.
“The fastest-growing consumer base for QVC is already on TikTok,” said Alex Wellen, QVC Group’s president and chief growth officer. “I predict it will overtake any channel we’re working in — at least in the short term.”
From Cable Remotes to Infinite Scrolls
As QVC’s traditional TV audience declines, the company’s TikTok strategy is proving to be its next act. The brand’s massive network of 400,000 creators now promotes everything from skincare to home goods — with affiliate sellers able to tag and sell more than 75,000 products directly through TikTok videos and livestreams.
And it’s not just Gen Z. QVC says women aged 45 and older are “definitely” shopping on TikTok, challenging the notion that the platform is only for younger users.
Turning Creators Into Modern Hosts
QVC has even rolled out a loyalty program for top TikTok affiliates, offering better commissions, exclusive access, and recognition to high performers. “If you’re a creator and you work with QVC, we want it to be worth your time,” said Wellen.
The company’s biggest win so far came during TikTok’s Super Brand Day this May, which it combined with its Age of Possibility campaign celebrating women over 50. Featuring icons like Hoda Kotb and Billie Jean King, the event became QVC’s most-viewed and most-engaged livestream ever.
The New “Channel Surfing”
What once required a remote now just takes a swipe. Wellen calls this shift “social scrolling” — today’s version of flipping through TV channels.
“You’re scrolling and asking, ‘What’s going to make my thumb stop?’” he said. “It’s about human connection — the same trust and entertainment QVC was built on, just in a new medium.”
With its full pivot to live shopping on TikTok, QVC isn’t just surviving the digital shift — it’s redefining what modern retail entertainment looks like.
Also Read:
Social Scrolling Is the New Channel Surfing”: QVC Goes All-In on TikTok’s Live Shopping Boom
QVC, the original home shopping giant, is rewriting its playbook for the TikTok era. Once known for cable TV infomercials and marathon product demos, the company is now streaming 24/7 on TikTok — and the results speak for themselves.
Since launching its first TikTok livestream in 2024, QVC Group has exploded across the platform with five dedicated TikTok channels — including QVC Beauty, Fashion, and the newly launched QVC Home. Together, they’ve driven over 35 million livestream sessions and attracted more than 100,000 new customers from TikTok Shop in just one quarter.
“The fastest-growing consumer base for QVC is already on TikTok,” said Alex Wellen, QVC Group’s president and chief growth officer. “I predict it will overtake any channel we’re working in — at least in the short term.”
From Cable Remotes to Infinite Scrolls
As QVC’s traditional TV audience declines, the company’s TikTok strategy is proving to be its next act. The brand’s massive network of 400,000 creators now promotes everything from skincare to home goods — with affiliate sellers able to tag and sell more than 75,000 products directly through TikTok videos and livestreams.
And it’s not just Gen Z. QVC says women aged 45 and older are “definitely” shopping on TikTok, challenging the notion that the platform is only for younger users.
Turning Creators Into Modern Hosts
QVC has even rolled out a loyalty program for top TikTok affiliates, offering better commissions, exclusive access, and recognition to high performers. “If you’re a creator and you work with QVC, we want it to be worth your time,” said Wellen.
The company’s biggest win so far came during TikTok’s Super Brand Day this May, which it combined with its Age of Possibility campaign celebrating women over 50. Featuring icons like Hoda Kotb and Billie Jean King, the event became QVC’s most-viewed and most-engaged livestream ever.
The New “Channel Surfing”
What once required a remote now just takes a swipe. Wellen calls this shift “social scrolling” — today’s version of flipping through TV channels.
“You’re scrolling and asking, ‘What’s going to make my thumb stop?’” he said. “It’s about human connection — the same trust and entertainment QVC was built on, just in a new medium.”
With its full pivot to live shopping on TikTok, QVC isn’t just surviving the digital shift — it’s redefining what modern retail entertainment looks like.
Also Read:
The home shopping giant QVC is dominating TikTok’s live shopping boom. See how “social scrolling” is attracting millions of viewers and 100,000+ new customers.
Social Scrolling Is the New Channel Surfing”: QVC Goes All-In on TikTok’s Live Shopping Boom
QVC, the original home shopping giant, is rewriting its playbook for the TikTok era. Once known for cable TV infomercials and marathon product demos, the company is now streaming 24/7 on TikTok — and the results speak for themselves.
Since launching its first TikTok livestream in 2024, QVC Group has exploded across the platform with five dedicated TikTok channels — including QVC Beauty, Fashion, and the newly launched QVC Home. Together, they’ve driven over 35 million livestream sessions and attracted more than 100,000 new customers from TikTok Shop in just one quarter.
“The fastest-growing consumer base for QVC is already on TikTok,” said Alex Wellen, QVC Group’s president and chief growth officer. “I predict it will overtake any channel we’re working in — at least in the short term.”
From Cable Remotes to Infinite Scrolls
As QVC’s traditional TV audience declines, the company’s TikTok strategy is proving to be its next act. The brand’s massive network of 400,000 creators now promotes everything from skincare to home goods — with affiliate sellers able to tag and sell more than 75,000 products directly through TikTok videos and livestreams.
And it’s not just Gen Z. QVC says women aged 45 and older are “definitely” shopping on TikTok, challenging the notion that the platform is only for younger users.
Turning Creators Into Modern Hosts
QVC has even rolled out a loyalty program for top TikTok affiliates, offering better commissions, exclusive access, and recognition to high performers. “If you’re a creator and you work with QVC, we want it to be worth your time,” said Wellen.
The company’s biggest win so far came during TikTok’s Super Brand Day this May, which it combined with its Age of Possibility campaign celebrating women over 50. Featuring icons like Hoda Kotb and Billie Jean King, the event became QVC’s most-viewed and most-engaged livestream ever.
The New “Channel Surfing”
What once required a remote now just takes a swipe. Wellen calls this shift “social scrolling” — today’s version of flipping through TV channels.
“You’re scrolling and asking, ‘What’s going to make my thumb stop?’” he said. “It’s about human connection — the same trust and entertainment QVC was built on, just in a new medium.”
With its full pivot to live shopping on TikTok, QVC isn’t just surviving the digital shift — it’s redefining what modern retail entertainment looks like.
Also Read:
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