QVC UK has opened new in-house social commerce studios at its Chiswick Park headquarters in London, as the shopping network looks to build on its growing TikTok Shop presence.

It said the studios will sit at the centre of its social commerce strategy, giving creators and presenters a more agile space built around live selling and short-form digital content.

The launch follows a period of digital growth for QVC UK, which went live on TikTok Shop in March 2025. Since then, the business has delivered more than 185 live shopping events and seven Mega Lives, attracting over 30,000 new shoppers.

Audiences will be able to watch the new studios in action via QVC UK’s TikTok Shop from 8 June.

The studios have also been designed with glass frontages, allowing people passing through Chiswick Park to watch creators streaming live.

QVC UK chief executive Koreen Fader said the investment would help the retailer reach new audiences and raise awareness of the brand.

“We’re excited to be launching our new social commerce studios, which will play an important part of reaching new audiences and driving awareness of our brand,” she said.

“Following a hugely successful TikTok Shop pilot in 2025, social commerce is a key part of our ongoing growth. We are combining our deep heritage in trust based storytelling and live shopping with a highly dynamic digital environment, ensuring QVC remains at the forefront of retail innovation.”

QVC UK director of social commerce Robyn Cooke said the studios would allow the business to combine its long-running live shopping experience with the “raw, authentic energy” of the creator economy.

“It’s an incredibly exciting step, forming part of our mission to meet customers wherever they are,” she said.

The move comes as QVC looks to adapt its live shopping model for younger digital audiences, with social commerce becoming an increasingly important battleground for retailers seeking to convert discovery into sales.

However, the UK investment comes against a more challenging backdrop for QVC Group in the US.

In April, the television shopping network’s US arm filed for Chapter 11 bankruptcy protection as part of a plan to cut more than $5bn in debt.

The business, which owns QVC and HSN, said the prearranged plan would reduce its debt pile from around $6.6bn to roughly $1.3bn, while allowing it to continue operating.

QVC has faced pressure from falling viewership, a shrinking customer base and tougher competition from digital rivals, as traditional TV shopping networks work to reposition themselves for a more online-led retail market.

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