""What we realized is that our form of getting close to the customer was going to have to shift because where the consumer was spending their time was shifting pretty dramatically.""
""We could interrupt you with really entertaining and interesting live content about products with really unique and interesting personalities.""
""Social commerce is behind about $150 billion in U.S. consumer spending right now and QVC wants in.""
QVC Group's partnership with TikTok aims to rejuvenate its business by adapting to new consumer habits. The company has seen significant declines in viewership, losing nearly half of its audience from 2018 to 2024. With heavy debt and challenges in returning to growth, QVC recognizes the need to shift its approach to customer engagement. Social commerce, currently driving $150 billion in U.S. spending, presents an opportunity for QVC to capture attention through entertaining live content, similar to its original success in the 1980s.
Read at Fortune
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