QVC will be on TikTok 24/7 with round-the-clock shoppable streams

TikTok‘s rising status as a one-stop shop for global consumers has convinced a 40-year-old media brand to increase its digital presence. QVC is coming to TikTok with an onslaught of shoppable streams that will keep its account running 24/7.

A press release states that QVC will draw on its “unmatched capabilities in live content production and discovery-driven retail” to connect with the growing number of shoppers who hunt for deals on TikTok. Through an always-on channel, QVC will hawk its products to an audience that already includes nearly 500,000 followers.

QVC first partnered with TikTok Shop last August. That’s when the two parties inked a deal that has enabled 74,000 creators to sell QVC products through shoppable streams and videos. The release notes that “an even wider assortment of thousands of brands and products” will be added to QVC’s TikTok presence as a result of the latest deal.

An official hub established earlier this year will be the focal point of QVC’s enhanced TikTok presence. The oldest upload on that account, which arrived at the start of March, features an appearance from Kevin Hart.

@qvc Mark your calendars!🗓️ @imkevinhart will be back LIVE on QVC on 3/4 with something that’s kind of a big deal from @vitahustle😉 Be sure to tune in to catch Kevin & @chelseaphillipsreid LIVE from LA at 9am ET & 8pm ET, 3/4! In the meantime, add @vitahustle to your daily routine, here!💪 #LoveQVC #tiktokshopfinds #TikTokFinds #tiktokshop #kevinhart ♬ original sound – QVC, Inc

QVC initially launched in 1986, during a boom period for the cable industry. The brand’s shoppable broadcasts remained a mainstay of late-night TV throughout the following two decades, but the rise of social shopping changed its priorities.

As other companies invoke the QVC name as a way to promote shoppable digital experiences, the Pennsylvania-based company is rising up to join the flow of ecommerce. Its pivot to digital business came amidst a round of 900 layoffs announced earlier this year.

In February of this year, when QVC President and CEO David Rawlinson extended his term as the company’s leader, he noted that streaming content will play a key role for the brand moving forward. “As shopping grows quickly on social and streaming platforms, we are well positioned to use our exceptional content creation and selling capabilities to capture market share,” Rawlinson said at the time. “We still believe retail can be joyful and human.”

For QVC’s human-centered approach to ecommerce to thrive, it needs to reach today’s consumers where they are. Increasingly, TikTok Shop is that place. Businesses are using the digital hub to take in billions of dollars of revenue, and the average U.S. shopper now spends $700 on TikTok Shop each year. QVC wants a piece of that pie — so it will work around-the-clock to make sure it can put its products in front of the proper audience.