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.
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.
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.
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.
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.
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.