QVC added more than 1 million net new customers on TikTok in 2025, and many of them had never shopped its TV channel or website, QVC Group SVP of social commerce Krystyna Taheri told Modern Retail. QVC now runs 10 TikTok studios shot on phones instead of TV cameras, with separate hosts who pitch products in 20 to 30 seconds rather than the seven or eight minutes a TV segment gets. For the holidays, it’s planning “mega lives” that run eight to 10 hours with product drops and new sets, plus shorter streams that tease them in the run-up to Black Friday. The TikTok push comes after QVC Group cut over $5 billion of debt in a Chapter 11 case it exited in August, while its revenue for the quarter ending June 30 fell to $1.765 billion from $1.984 billion.
