As QVC marks its 40th anniversary, the company is pressing forward on multiple fronts: deepening its social commerce presence, evolving vendor relationships and working through a period of organizational transformation.
In April, QVC Group, which includes QVC, HSN and Cornerstone Brands, entered voluntary Chapter 11 proceedings and a restructuring support agreement to reduce its debt and improve its financial position.
Rosalia Bucaro Polizzi, Chief Merchandising Officer at QVC Group, spoke with Retail TouchPoints about how merchandising strategy is shifting across platforms through the transformative period, what’s working on TikTok Shop and what she believes will define QVC’s competitive edge in live commerce going forward.
Meeting Consumers Across Every Platform
Bucaro Polizzi framed the next era of merchandising as one defined by reach and relevance, rather than a single-channel approach.
“QVC Group helped pioneer live video shopping nearly 40 years ago,” she said. “As the leaders in the space, we have been innovating this retail model ever since, experimenting with new formats and digital platforms to engage customers in video-rich shopping experiences.”
Central to that evolution is the company’s partnership with TikTok Shop, which launched approximately a year ago. QVC was recently named a TikTok Shop Seller of the Year, a recognition Bucaro Polizzi attributed to the brand’s growing affiliate creator network and its ability to deliver specialty deals and product drops at scale.
Each platform in QVC’s portfolio serves a distinct function. On-air programming drives product storytelling and customer trust. Streaming reaches more targeted audiences. TikTok Shop keeps the brand nimble and visible. And QVC.com gives shoppers space to explore products in greater depth.
“Our on-air programming remains a powerful way to tell stories, showcase products and build trust with customers,” Bucaro Polizzi said.
What TikTok Shop Is Teaching QVC
The company’s experience on TikTok Shop has reinforced two priorities in particular: speed and authenticity.
Bucaro Polizzi noted that shoppers on the platform respond well to both practical, everyday items, such as cooking gadgets and outdoor furniture, and more unexpected picks, including collectible items like Care Bears keychains and Pokémon cards.
“These unexpected picks can spark conversation and connection among fellow shoppers, amplifying the trust that shoppers have in our affiliates and hosts’ recommendations,” she said.
The in-app shopping experience has also been a conversion driver. The one-click purchase path, she noted, moves shoppers seamlessly from live or short-form video to cart.
To support its TikTok growth, QVC has built nine TikTok-focused studios at its headquarters. Bucaro Polizzi described the team’s operating approach as straightforward: “Move fast, test, learn and scale.”
Balancing Legacy and Discovery
One of the more persistent challenges for a brand with QVC’s history is maintaining loyalty among longtime customers while attracting a younger, discovery-oriented audience. Bucaro Polizzi doesn’t see these as competing priorities.
“We do not look at these priorities separately, but more as two paths that bring us to one common goal,” she said. “Since our inception, our focus has remained on offering great products, in-depth storytelling and trusted recommendations that are able to resonate across generations.”
The approach involves honoring established brands that core customers expect while introducing newer offerings that appeal to shoppers looking for something they can’t find at conventional retailers.
What Makes a Product Work in Live Social Shopping
When it comes to assortment decisions for social commerce, Bucaro Polizzi identified three key factors: visual appeal, ease of demonstration and a compelling product story.
“Consumers want to see products in action, understand their benefits and learn how they fit into their everyday lives,” she said.
Timing and cultural relevance also matter. Products that align with seasonal moments or trending conversations tend to perform well because they feel timely and discoverable. But she was equally emphatic about the role of the presenter.
“Whether it’s a brand founder, creator, celebrity, affiliate or QVC host, having a presenter who can authentically demonstrate and talk about a product helps create a more engaging experience that goes beyond a traditional sales pitch,” Bucaro Polizzi said. “Together, these elements make live shopping feel less transactional and more like entertainment, education and discovery all in one.”
Evolving Vendor Relationships
QVC’s affiliate network on TikTok Shop has become a meaningful growth lever for vendor partners, giving them access to social data on consumer buying behavior and the ability to reach targeted audiences across six different TikTok Shop channels.
“Our vendor relationships are evolving in a much more collaborative, test-and-learn direction as QVC expands into social- and creator-driven commerce,” Bucaro Polizzi said. “These new platforms give us and our brand partners more opportunities to move quickly, test more products, introduce emerging brands and learn in real time what resonates with different audiences.”
The model, she said, has shifted from transactional to partnership-oriented. Vendors can experiment with exclusives, bundles and trend-driven assortments, while gaining audience insights that inform future product decisions.
Merchandising Through Transformation
QVC is navigating a period of restructuring in an effort to reduce its debt and strengthen its financial position.
“Merchandising plays an essential role in keeping QVC customer-focused and growth-oriented, especially during a time of transformation,” Bucaro Polizzi said. “Our job is to stay relentlessly focused on bringing customers the best products at the best value, while staying true to the core merchandising principles that have long defined QVC: curation, trust, discovery and relevance.”
She described merchandising as the mechanism through which customer insight gets translated into brand experience, one that deepens loyalty and supports long-term growth.
“Today, our focus remains on enhancing customer experience, sharpening our brand and advancing our evolution as a live social shopping leader built for modern platforms,” she said.
Looking Ahead
Bucaro Polizzi pointed to trust and curation as the factors she believes will most differentiate QVC as live commerce continues to expand.
“Any retailer can simply offer products, but our strength lies in helping consumers make informed buying decisions through engaging storytelling and trusted recommendations,” she said, noting that QVC Group currently produces 60,000 hours of live content annually.
As more platforms enter the live commerce space, she expects consumers to place greater weight on authentic connection and expert guidance before making a purchase.
“That’s exactly what will continue to define the QVC brand,” Bucaro Polizzi said.
