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QVC partners with TikTok as time runs out on second ban deadline: The retailer鈥檚 bet on the platform reflects both the growing importance of social commerce as well as confidence in TikTok鈥檚 future.

QVC Group reported a 10% YoY revenue decline. CEO David Rawlinson said customers are 鈥渉eavily distracted by current events,鈥� and CFO Bill Wafford warned that tariffs could further weaken demand if they persist. Simon Property Group reported that tariffs led one European retailer to cancel four deals due to rising import costs.

Older shoppers have been the target audience of live shopping TV channels such as HSN (formerly Home Shopping Network) and QVC, both of which sell luxury goods, and may thus be more willing to engage with similar content on digital platforms. Younger luxury consumers are generally more open to using other emerging shopping tech.

Older shoppers have been the target audience of live shopping TV channels such as HSN (formerly Home Shopping Network) and QVC, both of which sell luxury goods, and may thus be more willing to engage with similar content on digital platforms. Younger luxury consumers are generally more open to using other emerging shopping tech.

QVC and HSN鈥檚 parent company makes a play for younger consumers: Qurate鈥檚 new Sune mobile app features a personalized video feed to drive product discovery.

The aim is to replicate a model that has worked well for live shopping pioneers QVC and HSN, as well as for TikTok鈥檚 sister company Douyin in China. The company is also testing an AI feature that could make all TikTok posts shoppable by identifying products for sale on TikTok Shop that are similar to items shown in the video.

Prime Day shoppers are also favorable toward other marketplaces like Overstock.com, QVC, and HSN, as well as grocery retailers like Whole Foods Market and Trader Joe鈥檚. Consumers who prefer apparel brands like Nike, Skechers, and Tommy Hilfiger were not as active during this year鈥檚 Prime Day.

One costly channel was Amazon Live, the company鈥檚 QVC-like retail ecommerce livestream service. Amazon has pushed the service heavily despite difficulty making social commerce catch on in the US. In exchange for devoting ad dollars to the Amazon ecosystem, the company subsidized some brands鈥� out-of-network advertising costs, according to Momentum Commerce.

In 2022, it stepped up investment in Amazon Live, a live stream platform where influencers show off products QVC-style. Time for a change: The Amazon shopping experience is, simply put, not good. Despite鈥攐r perhaps because of鈥攊ts status as the second-largest search advertising giant in the world behind Google, Amazon鈥檚 interface has remained unchanged for years.

But what's really interesting is that QVC and HSN and a lot of other places, they basically started TV shopping in a pretty similar format and they really did not do all that well with male audiences.

And then a significant 31% watch them on online marketplaces like Amazon, which is interestingly the same share of those who watch on TV networks sites like QVC or HSN. So yeah, it depends on where they put this as well. If they put it on social media or maybe on YouTube, it might have maybe more chance of catching on. But our Senior Retail Analyst, Zak Stambor, made a good point.

I think there are associations with livestreaming of QVC and the overselling that can be a little bit cringey to watch, but I think it just takes the right talent and approach and entertainment value to get mixed in there. Suzy Davidkhanian:. I already thought this was kind of happening.

Things we saw on Facebook Live, things we saw on QVC are now inundating my TikTok feed. Blake, anything to add here? Blake Droesch:. Yeah, no, I think Sky summed it up really well.

It's like a QVC ad. Go on, Ethan, anything to add to that? Ethan Cramer-Flood:. I don't know how I ended up on the pro side of this argument. Unless these things were forged in the heart of Mount Doom, I don't really have any interest in rings, but I think probably other people will. So, how do we decide what counts as a successful, big category?

It's really like as seen on TV, remember QVC, but on steroids. So there are lots of reasons to do it, lots of reasons to think about the product that you're going to choose to livestream against. I actually don't even think you need an influencer. You can have a store associate or a random consumer that really likes something to talk about it.