QVC partners with TikTok for 24/7 live shopping amid uncertain future for app

LOS ANGELES - QVC announced Wednesday a major strategic partnership with TikTok to launch 24/7 live shopping streams on the social media platform, significantly expanding their existing relationship. 

Shoppers will now be able to watch and interact with continuous streams featuring QVC’s extensive product range, celebrity collaborations, and hosts directly within TikTok Shop.

The new agreement follows QVC's initial launch on TikTok Shop in August 2024, which quickly saw more than 74,000 TikTok creators showcasing QVC products in livestreams and videos. TikTok, with more than 170 million users, is rapidly becoming a major player in social commerce, with its user base nearly tripling since the U.S. launch of TikTok Shop in 2023.

Yet, the announcement comes at a turbulent time for TikTok in the United States. Under a national security law upheld by the Supreme Court, TikTok’s Chinese parent company ByteDance faces a Saturday deadline to sell its U.S. operations or risk being banned entirely.

What the TikTok-QVC shopping streams will include

What we know:

QVC will offer continuous shopping streams featuring hosts, celebrities, exclusive products, and content specifically created for TikTok’s audience. "We are uniquely suited to bring our large-scale, high-volume, live social shopping experience to TikTok," said David Rawlinson II, CEO of QVC Group, Inc., in a statement.

TikTok Shop’s U.S. head, Nico Le Bourgeois, highlighted the compatibility between the platforms, emphasizing how QVC hosts have "mastered live shopping moments for decades," and expressing excitement about the entertainment and shopping opportunities for TikTok’s community.

QVC currently produces over 40,000 hours of live shopping content each year across its platforms, featuring more than 400,000 products and delivering 200 million items annually.

What’s uncertain about TikTok’s future in the US

What we don't know:

Despite the ambitious QVC partnership, uncertainty looms around TikTok’s future in America. The Trump administration previously issued executive orders against TikTok’s Chinese parent company ByteDance, citing national security concerns. Although President Trump has temporarily delayed a ban—recently suggesting another possible extension—multiple buyers, including Amazon, Oracle, and billionaire-led investor groups, have reportedly made offers to acquire TikTok's U.S. operations.

The outcome of these negotiations remains unclear, leaving users and business partners uncertain about the platform's future stability.

Why QVC is investing heavily in TikTok despite uncertainty

Big picture view:

The potential TikTok sale underscores broader tensions between economic opportunities in social commerce and concerns over data security linked to TikTok’s Chinese ownership. Agencies like the FBI and FCC have warned about possible data-sharing risks with China, which ByteDance denies.

FILE - In this photo illustration, the home page of the social media application TikTok is displayed on the screen of an iPhone. (Photo illustration by Chesnot/Getty Images)

However, TikTok's rapid growth in the U.S. market has made it attractive to major brands like QVC, seeking new and innovative ways to reach younger demographics. The platform’s influence is considerable, demonstrated by Trump himself crediting TikTok with boosting his popularity among young voters.

What TikTok users and creators can expect next

What's next:

As QVC ramps up its livestream offerings, TikTok creators can expect new opportunities for collaborations and affiliate sales. Shoppers on TikTok Shop will likely see expanded product selections, exclusive live content, and interactive shopping experiences.

Still, users and creators should remain aware of potential disruptions depending on the outcome of ByteDance’s ongoing sale negotiations.