West Chester-based QVC Group is banking on TikTok as its latest effort to revive company growth and reach a wider audience, writes Phil Wahba for Fortune.
QVC and HSN channels lost almost half of their viewership from 2018 and 2024, a change attributed to less cable and broadcasting use as households transitioned to streaming services and more social media. As it continued to lose income and started to rack up more debt, CEO David Rawlinson made a bet on the app.
Popping off in the 1980s due to channel-surfing, likely the modern equivalent of scrolling on TikTok, QVC was able to catch the attention of viewers with high-energy hosts and ready-to-buy products. Now, they’re hoping to do the same thing with TikTok Shop, an e-commerce feature that allows for live, in-app shopping.
Since partnering with the app last year, over 74,000 “partners” had shown QVC items in their videos or promoted them on their accounts. It was a better choice compared YouTube or Instagram because of its “direct shoppabilty” for consumers.
QVC’s chief business development officer Brian Beitler notes the guidelines that these creators must follow, such as having a certain amount of expertise of the product and being authentic storytellers. However, Beitler also said that big-name brands often have to step out of the comfort zone to work alongside their partners, and it may be difficult to let go of control.
QVC Group continues to search for ways to restructure its debt and bring the company back to its former glory, if possible.
Read more about the impact of TikTok shopping as QVC tries new marketing tactics at Fortune.
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Editor’s Note: This post was originally published on VISTA.Today in March 2026.
