QVC launches 24/7 TikTok shopping livestream to expand audience

Apr 4

Kennedy Felton Lifestyle Correspondent/Producer

By Kennedy Felton (Lifestyle Correspondent/Producer), Zachary Hill (Video Editor)

QVC has launched a 24/7 TikTok livestream, blending its traditional live shopping model with TikTok’s viral scroll-to-shop culture. This move comes as QVC faces declining TV viewership, with its channels now reaching less than half the households they once did.
The QVC TikTok livestream merges real-time product demos with flash sales and social engagement, aiming to attract a younger, tech-savvy audience.
Since joining TikTok Shop in August 2024, QVC collaborated with over 74,000 creators. They have used giveaways and exclusive discounts to boost viewer interaction.

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QVC is going all in on TikTok. The shopping network just launched a 24/7 QVC TikTok livestream, blending its legacy live shopping model with today’s viral scroll-to-shop culture.

The move comes as QVC faces declining TV viewership and internal restructuring. Its parent company recently revealed that traditional TV channels for QVC and HSN now reach fewer than half the households they once did.

According to a February earnings call reported by CNBC, QVC and HSN’s channels reached 44% and 47% fewer homes, respectively. In March, QVC Group laid off 900 employees.

From flipping channels to swiping streams

The QVC TikTok livestream isn’t just a shift in platform — it’s a full-on reinvention. For months, TikTok users have compared TikTok Shop to QVC, often praising its convenience while poking fun at its constant product pitches.

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Now, QVC is embracing the comparison. With the launch of its nonstop TikTok livestream, the company is betting that its classic format — hosts, live deals, and real-time viewer interaction — still works, just with a Gen Z twist.

What is TikTok Shop?

TikTok Shop is the platform’s built-in shopping feature. It allows creators and brands to sell products, from accessories to kitchen gadgets, without users ever leaving the app.

The QVC TikTok livestream takes that a step further by merging real-time product demos with flash sales and social engagement. It’s part livestream, part marketplace, and all about turning scrolls into sales.

74,000 creators and counting

QVC isn’t doing this alone. The company is bringing both its longtime hosts and new TikTok creators into its livestream content.

Since launching on TikTok Shop in August 2024, QVC says over 74,000 creators have featured its products in videos and livestreams. To boost viewer interaction, QVC is also using flash sales, giveaways, and exclusive TikTok-only discounts.

The QVC TikTok livestream comes at a tense time for the app. QVC launched the livestream just days before TikTok’s second federal deadline to sell its U.S. operations or face a potential ban.

However, President Donald Trump signed an executive order Friday granting TikTok a 75-day extension to complete a sale.

Despite the uncertainty, QVC is moving forward.

In a press release, QVC Group President and CEO David Rawlinson II said,

“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.”

Big money, bigger bet

Capital One Shopping estimates Americans spend about $32 million per day on TikTok Shop. That number is expected to grow by 20% by 2027.

So whether you’re a longtime QVC fan or just a curious scroller, the QVC TikTok livestream marks a major play — one that could reshape the future of live shopping.

Tags: shopping, Social Media, TikTok, TV ratings

[KENNEDY FELTON]QVC isn’t just for flipping channels anymore—it’s gone full TikTok. The home shopping giant has launched a 24/7 livestream on the app, turning scroll time into shop time. It’s everything fans already love about the company, just with more ring lights.

The live shopping network has been around since 1986, but with TV viewership shrinking fast, QVC is adapting. A February earnings call revealed that QVC and HSN’s main channels now reach 44% and 47% fewer homes than before. Just last month, the company announced layoffs impacting 900 people.

For months, many users have been comparing TikTok Shop to QVC—some complaining about endless product pitches, while others praise its convenience. TikTok Shop is the app’s built-in shopping feature where creators and brands can sell everything from accessories to kitchen gadgets without ever leaving the app. It’s part livestream, part marketplace, and all about turning scrolls into sales.

Now, QVC is meeting that energy head-on, bringing both its network hosts and TikTok creators into the mix. Since launching on TikTok Shop last August, the brand says it’s already been featured by more than 74,000 creators in videos and livestreams. They’re also pulling out all the stops, incentivizing viewers with flash sales, exclusive drops, and live deals. They even host giveaways and surprise discounts—but only for their TikTok audience.

The launch came just days before what would’ve been TikTok’s second government-set deadline to sell the app or shut down. On Friday, President Trump signed an executive order giving TikTok 75 more days to sell its U.S. operations or face a possible ban.

David Rawlinson II, president and CEO of QVC Group, said, “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.”

Capital One Shopping estimates Americans spend about $32 million a day shopping on TikTok, and the number of people who shop on the app is expected to grow by 2027. Whether you’re team “add to cart” or just there for the comments, QVC is betting big that its livestream shopping is only just getting started.