QVC UK is reaching a new cohort of Gen X women on TikTok as the television shopping channel invests in a revamp to carve out a space in social media commerce. The UK arm of the retailer, a mainstay on British linear television for 33 years, has piloted on the video-sharing platform, building new studios and a dedicated team for live shows streaming on TikTok Shop.
New Customers Through TikTok
Koreen Fader, chief executive of QVC UK, told the Press Association: “Our target customer is, and always has been, Gen X-plus women. So, what we’re finding is that we’re finding her on TikTok. 80% of our TikTok customers are women aged 35-plus, so that’s very much in line with our demographic. But we’re finding new customers within our demographic who maybe haven’t engaged with QVC on our other platforms.”
Since the launch in March 2023, about 190 live shows have brought in more than 30,000 new shoppers, 59% of which were new to the retailer. Fader said the account is also working to “reactivate” consumers whose “TV viewing habits may have changed” and are returning to QVC via TikTok. She stressed that the TV live shows remain “still a very important part” of the business, especially for loyal customers.
Background and Financial Context
QVC first broadcast in the UK in 1993 and has since aired live shows and entertainment throughout the day, with presenters discussing different products to sell to people in their homes. Its parent company in the US filed for bankruptcy in April as part of a plan to cut more than 5.0 billion US dollars (£3.8 billion) of debt. Fader asserted that international markets including the UK were not part of the proceedings but that it will put the global business “in a stronger financial position” once the US emerges from bankruptcy.
Commitment to Social Media Commerce
The UK network has reinforced a commitment to social media commerce with the opening of in-house studios with a dedicated team designed to create regular digital content. QVC continues to sell products from its catalogue, including kitchen appliances, garden furniture, skincare, and beauty products. It decides what to sell with the Gen X female customer in mind – typically born between 1966 and 1980 – which Fader said was typically an “overlooked” generation.
