QVC UK has opened in-house social commerce studios at its London headquarters to anchor its TikTok Shop strategy, giving presenters and creators a dedicated space for live selling and short-form video, complete with glass frontages so passersby can watch the streams. The investment builds on a TikTok Shop push that began in March 2025 and, by the company's count, has run more than 185 live shopping events and drawn tens of thousands of new shoppers, as the original TV-shopping pioneer chases younger digital audiences. It lands against a far rougher backdrop for QVC's US parent, which filed for Chapter 11 bankruptcy in April to cut its debt from roughly $6.6B to about $1.3B amid falling viewership and tougher digital competition.
