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Is TikTok Shop the new QVC?

Categories: 
Author
Lauren Patterson
Published
July 31, 2024

Spend just a few minutes on TikTok, and you will inevitably be served with something to buy on your FYP. Between live shopping feeds and the infamous orange shopping cart button for TikTok Shop, it’s nearly impossible to avoid. 

Love ‘em or hate ‘em, these videos are making creators (and TikTok!) a ton of profits. In fact, Capital One Shopping estimates that Americans spend $7 million per day shopping on TikTok.

Today on the blog, we’re exploring whether TikTok has become the new QVC and what that means for online shopping. 

First, a little history on QVC.

QVC, short for "Quality, Value, Convenience," was launched in 1986 as a television network dedicated to home shopping. It revolutionized retail by bringing products directly into viewers' living rooms, showcasing them through engaging live broadcasts. QVC built a loyal following by featuring a wide range of products, from electronics to fashion, often endorsed by charismatic hosts who provided detailed product demonstrations and real-time interactions with viewers.

TikTok: The New Kid on the Block

Since its launch in 2016, TikTok has quickly become a global phenomenon. In September 2023, TikTok Shop debuted in the United States, allowing TikTok users to purchase directly through the app.  

Most current TikTok Shop sales come from regular videos on your FYP with that ever-present orange shopping button. However, there is a growing interest in live shopping streams that look a whole lot like QVC. 

@tiktokshopcreators.us

Ready for Livestream? Here’s what you need to do to add products and GO LIVE 🎬#tiktokshop #liveshopping #tiktokshopcreators

♬ Vibes - ZHRMusic

Interestingly, users of the Chinese version of the app (Douyin) spent $223 billion during live commerce events in 2022 (source). It’s only a matter of time before live shopping in the United States catches up. 

Now, let’s put these two platforms head-to-head:

Technology and Format

QVC

  • Broadcast Medium: QVC utilizes television broadcasts, reaching audiences through cable and satellite TV. It also streams content on its website and mobile apps.
  • Production Quality: High production value with professional lighting, multiple camera angles, and well-trained hosts who guide the shopping experience.
  • Purchasing Process: Viewers purchase products by calling in or ordering through the QVC website and app.

TikTok

  • Broadcast Medium: TikTok operates entirely online, with live streams accessible through the app on smartphones and tablets.
  • Production Quality: While less polished than QVC, TikTok’s live streams benefit from their authentic, real-time appeal. Influencers and hosts often use mobile devices, creating a more personal and relatable atmosphere.
  • Purchasing Process: Seamless in-app purchasing, where viewers can click on product links during the live stream to make immediate purchases.
@haleyep14

Day in the life: many of you know I spend a lot of my free time outside of work right here on Tik Tok, representing brands I LOVE as a Tik Tok Live Shopping Host!!! I love gettint to be myself while making friends and selling products. It has been such a fun journey and if it is something you could see yourself doing, I’d love to discuss some opportunities😉!!! #tiktokshop #fyp #dayinmylife @Iffert Media

♬ original sound - Haley P

Content and Interaction

QVC

  • Content Style: Structured programming with scheduled shows focusing on specific product categories. Each segment is meticulously planned, with hosts providing extensive product information.
  • Interaction: Limited to phone calls and occasional social media interactions. The focus is more on the host’s presentation than direct viewer engagement.

TikTok

  • Content Style: Spontaneous and varied, with live shopping events often announced shortly before they begin. Influencers and hosts showcase products in a casual, relatable manner.
  • Interaction: Highly interactive, with viewers commenting in real-time, asking questions, and receiving immediate responses. The interaction feels more personal and community-driven.

Marketing and Sales Strategies

QVC

  • Marketing Approach: Relies on a mix of traditional advertising and loyalty programs. QVC promotes its shows through TV ads, catalogs, and its website.
  • Sales Tactics: Focus on creating a sense of urgency with limited-time offers and exclusive deals. The detailed presentations help build consumer trust and inform purchasing decisions.

TikTok

  • Marketing Approach: Leverages social media algorithms to promote live shopping events. Influencers are vital in driving traffic through their follower base and cross-promotion on other platforms.
  • Sales Tactics: Emphasizes impulsivity with flash sales, exclusive discounts, and limited-time offers. The informal and engaging presentation style encourages spontaneous purchases.

So, which platform is better for your brand?

While QVC and TikTok live shopping share the core concept of live, interactive shopping experiences, they cater to different audiences and leverage distinct technologies. 

QVC is a trusted brand with a long history of reliable service. Its broadcasts are polished and have a high production value that you won’t find on all TikTok lives. The downside? QVC primarily appeals to an older demographic and is limited to viewers who watch television or visit the QVC website. They also have a high barrier to entry for a new product or brand to be featured on the show. 

Conversely, TikTok has a broad reach among younger viewers who favor digital platforms. TikTok live shopping has a high level of interactivity with real-time feedback from shoppers, and it seamlessly integrates social media and e-commerce. TikTok offers a low barrier to entry for smaller creators or brands who want to sell a product but don’t have a significant enough presence for QVC. Viewers also don’t expect the same level of polish from TikTok live shopping, so it’s easy to grab a phone and start selling. 

What does this mean for TikTok and the future of retail?

Both QVC and TikTok have their strengths and challenges, but together, they highlight the evolving landscape of retail, blending the best of traditional and modern shopping experiences.


According to an EMARKETER survey, over one-fifth (20.2%) of US marketplace buyers purchased from TikTok Shop seven months after its launch. As technology and consumer behaviors continue to evolve, TikTok live shopping is poised to play a significant role in the future of online retail. 

Data shows that CPG and beauty brands have perhaps the biggest opportunity to leverage the influx of shoppers on the platform. 81% of TikTok Shop sales in the U.S. are health and beauty products (source), which makes the platform ripe with opportunity. 

If you’re curious about how to get started on TikTok Shop or even livestream shopping for your brand, give our team a shout! We’d be happy to help you set your brand up for success. 

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