Live-shopping, pioneered by QVC, has been overtaken by social media in recent years, and the West Chester company is now focusing its turnaround on reclaiming relevance from those that have adopted its playbook, write Isaac Avilucea and Mike D’Onofrio for Axios.
QVC’s original approach to live programming, built on personality and a sense of urgency, closely mirrors today’s creator economy.
The company, which is currently considering Chapter 11 bankruptcy protections, could still reclaim its place in the market, but it must develop a strategy that balances nostalgia with innovation, said Sheri Lambert, Temple University marketing professor.
Founded four decades ago, QVC was reaching hundreds of millions of households at its peak with its 24-hour platform, impulse-driven shopping. Its interactive format, that gave callers the chance to speak live with hosts, once made it must-watch television for deal seekers.
However in recent years, viewership has declined sharply, largely due to the rise of online shopping.
Now, insiders are saying that QVC can thrive once again by tapping into nostalgia and focusing more on niche buys.
“Their original audience from ’86 is dying out,” said former QVC production assistant Eric Gronwaldt. “QVC needs to keep reintroducing itself to a new audience.”
Read more about QVC working to stage a comeback while fighting against a possible bankruptcy filing in Axios.
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Editor’s Note: This post was originally published on VISTA.Today in February 2026.
