Qurate Retail Group, an American player in video commerce, has launched a digital strategy to transform the retailer into a live social shopping company.

QVC Group announced that this move aims to extend its sales, content, and celebrity experience to social-first formats on popular platforms among its core audience, including TikTok, Facebook, and YouTube.

On social platforms, the company plans to leverage affiliated creator storefronts, live streams, organic media, and paid media.

In terms of streaming, QVC Group will continue to expand its streaming platforms and develop commercial streaming propositions for non-proprietary audiences on channels such as YouTube TV, Sling, Roku, Hulu, and Netflix.

To enhance its live shopping experience, the group is also planning to revamp its production studio and integrate new capabilities to create content for its 24/7 live shopping environment.

The company, part of Qurate Retail Inc., stated that the move will include a rebranding to QVC Group in January 2025.

David Rawlinson II, president and chief executive of Qurate Retail, Inc., said the move comes as the company seeks to increase its efforts in social and streaming to reach a growing audience.

He added: "Our winning edge lies in our differentiated live content production, fit-for-purpose retail model, and holistic content distribution."

With this strategy, the firm aims to achieve up to $1.5 billion in run-rate revenue from streaming and social within three years.

"We saw significant follower growth from QVC's launch on TikTok Shop," Rawlinson explained. "We know we have large opportunities on social."

Qurate Retail Group's current offerings include video-driven shopping across linear TV, e-commerce sites, digital streaming, and social platforms, with a portfolio of brands including QVC, HSN, Garnet Hill, Grandin Road, Ballard Designs, and Frontgate.

The retailer currently reaches more than 200 million homes worldwide via 15 television channels, available on multiple platforms including cable, satellite TV, free over-the-air TV, and FAST and other digital livestreaming TV.

It also engages customers through its owned streaming experience, websites, mobile apps, social pages, print catalogues, and in-store destinations.

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