Overview
QVC and HSN are the leading video shopping networks in the United States, selling beauty, fashion, jewellery, home, kitchen and electronics through live TV programmes, streaming apps, websites and social media. They are part of QVC Group, which also runs QVC in Japan, Germany, the UK and Italy. For a brand with a product that sells well when demonstrated, QVC and HSN can create very large sales and brand awareness in a short time.
Who is behind QVC and HSN
QVC Group, formerly Qurate Retail, is listed on Nasdaq and based in West Chester, Pennsylvania, where it has moved HSN's operations to its Studio Park campus. In 2025 QVC's revenue was about USD 8.3 billion, down from USD 9.0 billion, as traditional TV viewing continued to decline. The group is following a strategy called WIN to become a leader in "live social shopping", led by CEO David Rawlinson.
Shift to streaming and social
QVC and HSN are moving from cable TV towards streaming and social platforms. In 2025 QVC signed a first-of-its-kind agreement with TikTok for a 24/7 live shopping experience in the US, and it works with tens of thousands of creators. Social and streaming revenue grew around 30% in 2025 and reached low double digits as a share of QVC and HSN's US revenue. New customers acquired through TikTok Shop have helped offset declines in the traditional customer base.
How brands work with QVC and HSN
- As a vendor. QVC and HSN buy products from brands and present them on live shows, often with the founder or a brand expert on air.
- Product selection. QVC looks for products that can be demonstrated and that offer clear value, with sufficient stock to support large sales spikes.
- Quality assurance. Products go through testing and compliance checks before going on air.
- Omnichannel reach. Products sold on air are also sold on QVC.com, HSN.com, apps, streaming channels and social platforms.
What a brand should think about
- Inventory risk. Brands need to produce large quantities in advance, and unsold or returned stock can be costly.
- On-air presentation, which requires a strong story and confident presenters.
- US compliance for each category, such as cosmetics, supplements or electronics.
- Declining TV audiences, balanced by growth on social and streaming.
Why QVC and HSN matter for brands
QVC and HSN have built many well-known brands by demonstrating products to millions of loyal viewers. Their move into TikTok and streaming makes them relevant for a new generation of shoppers.
How eBrands looks at QVC and HSN
eBrands works with brands on marketplaces and retail channels across Europe and North America, including live and social commerce. If you want to see whether QVC or HSN could fit your US plans, we are happy to talk it through. See also our TikTok page.
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