QVC Doubles Down on TikTok Shopping—What It Means for E-Commerce

In partnership with

Find Best Apps for eCommerce || Newsletter

QVC Expands Its Shoppable Livestreams on TikTok

QVC Group has entered into a new agreement to expand its shoppable livestreams on TikTok Shop, aiming to reach a broader audience with 24/7 live content. This partnership will feature original content tailored specifically for TikTok, incorporating QVC and HSN brands, talent, and products.

The latest move builds upon QVC’s initial launch on TikTok Shop last August, offering an expanded product assortment and more opportunities to collaborate with TikTok creators. By leveraging the platform’s interactive nature, QVC seeks to enhance social shopping engagement among younger consumers.

A Strategic Shift Toward Social Commerce

QVC’s embrace of TikTok aligns with its larger digital transformation strategy. The company has seen significant traction on the platform, reporting that over 74,000 creators have featured its products in shoppable videos and livestreams. This expansion is a pivotal part of QVC’s efforts to modernize and rejuvenate its brand amid financial struggles.

“We are uniquely suited to bring our large-scale, high-volume, live social shopping experience to TikTok, an extremely popular platform with over 170 million users,” said David Rawlinson, president and CEO of QVC Group. “We are excited to share our powerhouse lineup of celebrities, hosts, brands, and products in this interactive format.”

QVC’s broader turnaround plan involves extending its streaming content across platforms like YouTube TV, Hulu, Netflix, and Facebook. However, financial challenges remain a concern. In Q4, the company’s revenue declined by 6% year-over-year to $2.9 billion, while operating losses soared to $1.3 billion from $103 million the previous year. Additionally, QVC recently laid off 900 employees as part of a restructuring initiative affecting its QVC U.S., HSN, and Global Shared Services teams.

To support its transformation, QVC appointed Alex Wellen as President and Chief Growth Officer last month. Wellen is tasked with spearheading growth strategies across social selling, streaming, and digital platforms in the U.S. In February, the company also announced plans to establish a social content engine at its Studio Park operational center in Pennsylvania. This initiative follows the consolidation of QVC’s U.S. and HSN operations and the closure of its Florida headquarters, underscoring its commitment to adapting to the evolving retail landscape.

UGC and Micro-influencer posts in one seamless project

Content from real people = instant credibility ✅

Consumers today crave real connections and they’re guarded about who they trust–highly-polished, branded content simply doesn’t cut it anymore.

Take a page out of the book of Banza, Topicals, Imperfect Foods, and MeUndies and partner with minisocial for their large-scale micro influencer campaigns, which is the key to unlocking consistent engagement on Instagram and TikTok. Stop wasting your time emailing or messaging dozens of creators every day partner with minisocial, a fully-managed platform trusted by over 1,000 consumer brands!

The proof is in the pudding

Leadership Shakeup at Kohl’s Amid Ongoing Struggles

Kohl’s is undergoing a leadership transition, with Chief Technology and Digital Officer Siobhán Mc Feeney stepping down after nearly three years with the company. Mc Feeney, who initially joined Kohl’s in 2020 as SVP of technology, ascended to the C-suite in 2022 following the departure of Paul Gaffney.

The company confirmed her departure in a statement and announced that a comprehensive search is underway to find a successor.

A Period of Change for Kohl’s

Mc Feeney’s exit comes amid broader changes at Kohl’s, as the company grapples with declining sales and leadership transitions. Earlier this year, Ashley Buchanan took over as CEO, bringing with him a track record of driving growth at major retailers. Previously the CEO of Michaels, Buchanan helped improve profitability and cash flow while optimizing operational efficiencies. Kohl’s leadership has highlighted his experience with technology and e-commerce as critical assets in the company’s strategic pivot.

Kohl’s financials paint a challenging picture. The company reported a 7.2% year-over-year decline in net sales, falling to $15.4 billion in its most recent fiscal year. In response, Kohl’s has implemented cost-cutting measures, including the closure of 27 stores and a California e-commerce fulfillment center.

“I want to be realistic in how we are setting our expectations,” Buchanan stated during an earnings call. “My full review of the business and go-forward strategy is still ongoing. The actions we are taking in 2025 are a step in the right direction, but there’s more work to be done to unlock the full potential of this company.”

The search for a new technology leader at Kohl’s comes as retail companies increasingly invest in AI and digital transformation. According to a recent Databricks report, over half of retail businesses are actively experimenting with AI, with supply chain optimization emerging as a leading use case. Kohl’s next tech chief will likely play a crucial role in steering the company’s digital initiatives as it aims to stabilize its operations and reengage customers.