QVC Revolutionizes Shopping with TikTok's 'Social Scrolling' Phenomenon

In a bold move that embraces the evolving habits of digital consumers, QVC is turning heads on TikTok. As QVC Group embarks on its ²⁴⁄₇ TikTok streaming journey, they’re turning ‘social scrolling’ into the new channel surfing, leading a retail revolution with a charm and ease that feels both modern and nostalgic.

The Rise of a New Age: TikTok as QVC’s Fastest-Growing Channel

Since joining TikTok Shop in August 2024, QVC has rapidly expanded its presence with multiple channels, capturing a burgeoning audience. By April 2025, QVC streamed products non-stop, reaching millions who previously engaged with traditional TV shopping. According to Modern Retail, the TikTok Shop alone contributed more than 100,000 new customers in just a few months.

A Multi-Channel Approach: Keeping TV Alive

Despite this digital shift, QVC remains loyal to its roots, asserting the importance of TV programming. Annette Dunleavy, VP of Brand, highlights the continued investment in diverse channels, ensuring no viewer is left behind. Embracing both new and old, QVC balances modern vibrancy with timeless reliability.

Empowering Creators: A TikTok Phenomenon

QVC has woven itself into TikTok’s creator ecosystem, joining forces with 400,000 influencers who showcase everything from fashionable attire to household essentials. These creators, incentivized through a robust loyalty program, help drive an interactive shopping experience that’s reshaping consumer engagement. “Anyone can talk about products from the heart and make a fortune,” shares Alex Wellen, QVC Group’s President and Chief Growth Officer.

Bridging Generations: Reaching Beyond Gen Z

While TikTok is often seen as Gen Z’s domain, QVC is bridging generational gaps. Interestingly, women 45 and older are engaging on TikTok actively, proving that platform stereotypes can often miss the broader picture. QVC’s Age of Possibility event and Super Brand Day highlighted this inclusivity, bringing together ambassadors like Hoda Kotb to connect meaningfully with viewers over 50.

A New Frontier in Trust and Connection

QVC has tapped into a profound desire for authenticity and fun, merging them seamlessly with a shopping experience. As Wellen notes, social platforms allow QVC to meet audiences on a human level, fostering trust through interactions that extend beyond simple transactions.

In essence, QVC’s embrace of TikTok embodies a retail renaissance, where engaging content meets social and fun interaction. As Wellen aptly puts it, “Social scrolling is the new channel surfing,” and for QVC, that means revolutionizing how we think about shopping for the digital age.