QVC Group is introducing nonstop live shopping streams on TikTok in the U.S., striving to rejuvenate its business and engage a broader audience. The initiative features QVC hosts alongside TikTok creators, reflecting a shift towards social media amidst changing consumer habits. While live shopping has thrived in China, success in the U.S. has been slower. This partnership marks a significant step for QVC, aiming to leverage its TV retail experience in the digital space, even as TikTok's future in the U.S. remains uncertain, showing the company's commitment to innovation in retail.
"Everybody's been talking about this being the next big thing in retail for five or 10 years but it never quite has hit. I think this is the start of it really hitting. And that's the TikTok bet. That's our bet."
QVC Group is launching the first-ever nonstop live shopping streams on TikTok in the U.S. in a bid to revive its business and broaden its audience.
As the company looks to broaden its audience and turn around its business, it's shifting its focus to social media. While live shopping on social media, namely TikTok, has exploded in China, it's been slow to take off in the U.S.
The partnership comes as TikTok's future in the U.S. is uncertain. Still, the partnership announced Wednesday builds on QVC's earlier team up with TikTok.
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