QVC is adapting to a new shopping landscape, writes Jordyn Holman for The Philadelphia Tribune. 

QVC, currently headquartered in West Chester, began broadcasting as an on-air shopping channel in 1986. With a national shift away from cable TV, QVC experienced a decline in popularity in the late 2010s.  

Now, the company is navigating an increase in social media shopping, changing economic regulations, and uncertainty regarding its affiliation with TikTok. 

David Rawlinson II, the CEO of QVC Group, shared that the company plans to remain agile and flexible amid changing shopping trends and tariffs, and to address changes as they come. 

This shift has included a recent partnership with TikTok, with QVC becoming the first American brand to livestream 24/7 on the platform. Rawlinson shared that the goal with the partnership is to meet customers where they are, which is largely social platforms. 

Rawlinson, who was previously a practicing lawyer and CEO of NielsenIQ, stated that QVC’s ability to adapt and remain ahead of the curve by prioritizing social media is important in this national shift. Rawlinson predicts that social media shopping will be the predominant shopping experience within the next decade, and that QVC is “going to be playing in a very substantial way in that.”

To learn how QVC is reinventing itself for the TikTok era and what it means for the future of shopping, check out the full article in The Philadelphia Tribune. 

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Editor’s Note: This post was originally published on VISTA Today in April 2025.