Billboard Ladies in Music 2025
QVC Group is becoming a member of forces with TikTok to a larger diploma.
The reside procuring group is deepening its partnership with the social and e-commerce platform, which can entail 24/7 shoppable livestream content material and embody a bigger swath of manufacturers and merchandise. QVC initially launched on TikTok Store in August 2024.
QVC Group might be creating TikTok-specific content material out of devoted studio area in Studio Park, the headquarters of QVC and HSN in West Chester, Pa., and nationwide with partnering TikTok creators.
The group has wound down operations at its St. Petersburg, Fla.-based operations and consolidated each QVC and HSN to Studio Park in February.
Citing TikTok’s 170 million-plus customers, president and chief government officer of QVC Group David Rawlinson 2nd mentioned, “We’re excited to share our powerhouse lineup of celebrities, hosts, manufacturers and merchandise on this interactive format. Our settlement might be a catalyst to remodel procuring and discovery, not just for QVC Group and TikTok Store, but in addition for social procuring at massive.”
The latter pattern, social procuring, has grow to be a key pillar of QVC Group’s turnaround technique. When it named Alex Wellen its president and chief progress officer in March, the corporate mentioned, “Wellen will outline and lead QVC Group’s progress technique throughout U.S. social promoting, streaming, digital [qvc.com and hsn.com], new enterprise improvement and platform distribution.”
“Alex is a pivotal rent in our technique to return to top-line progress by changing into a reside social procuring firm,” Rawlinson mentioned on the time.
For 2024, consolidated web income fell 4.8 p.c, or $452 million, in 2024, in keeping with a Securities and Change Fee submitting.
Along with the consolidation of U.S. operations to a single studio, the corporate laid off round 900 workers — roughly 5 p.c of its complete workforce — in March, and is evaluating organizational construction in worldwide markets as effectively.
“Dwell procuring on TikTok Store, which blends leisure, schooling and commerce, is redefining how individuals uncover and buy merchandise they love,” Nicolas Le Bourgeois, head of U.S. operations at TikTok Store, mentioned in a press release. “QVC and HSN hosts have mastered reside procuring moments for many years and we’re thrilled to convey this entertaining procuring expertise to TikTok’s group.”
TikTok debuted Store within the U.S. in 2023. As reported, the platform was estimated to hit $1.5 billion in gross sales within the geography by late 2024. It debuted TikTok Store in France, Germany and Italy on Monday.
