Is TikTok Gen Z’s QVC?

Many of us can remember the charm of 90s home shopping channels like QVC, when hosts effortlessly sold everything from jewelry to kitchen gadgets to live audiences watching from the comfort of their own homes. Fast forward to today, TV shopping networks may feel a bit outdated. However, the desire for real-time, engaging shopping experiences is far from gone. 

Now, Gen Z is bringing the trend of real-time, social shopping back — but instead of tuning into cable, they’re opening up the TikTok app. 

The rise of social commerce on TikTok

Social commerce is the sweet spot where social media and ecommerce intersect. It’s the idea that you don’t just passively shop online — you engage with shoppable content from digital creators, exchange product reviews and recommendations, and make purchases directly through your favorite apps. Platforms like Instagram, Pinterest, and YouTube all have built-in social commerce tools today — but TikTok has taken this concept to the next level.

Enter: TikTok Shop. 

Officially launching in the US last September, TikTok Shop has revolutionized the social commerce game by allowing brands to leverage the existing power of TikTok creators to drive conversions, without ever leaving the platform. It’s become such a powerful commerce tool that TikTok Shop has reportedly driven $11.09 billion in Gross Merchandise Value of sales globally. 

TikTok Shop: QVC for Gen Z?

TikTok Shop is relatively simple. Brands can set up a TikTok Shop to sell products as a merchant, while creators can sign up to sell as an affiliate, making commissions on selling TikTok Shop products via links in their content. Brands and creators can promote TikTok Shop products via in-feed videos, LIVEs, and the Showcase tab. 

In the beginning, it was more common for affiliated creators to post in-feed videos to promote their favorite TikTok Shop finds. 

While this format is still popular, brands and creators have also been leveraging the LIVE feature, showcasing products in real-time, interacting with viewers, and even offering exclusive deals on the spot — a throwback to QVC’s format, but built for the smartphone generation. 

Live shopping on TikTok has seen massive success, with brands like Made By Mitchell achieving sales of up to $1 million in a single day via TikTok, as a result of a 12 hour livestream that almost 600,000 viewers tuned into and one product being sold every second.

Essentially, TikTok has repackaged the QVC model into something that feels less like a sales pitch and more like FaceTiming a friend who’s super excited about their latest haul. Influencers take to livestreams to show off beauty products, clothes, tech gadgets, and more — all while chatting with viewers and answering questions in real-time.

The result? An entertaining, interactive shopping experience that feels more organic and engaging than traditional TV shopping.

The power of influencer-driven purchases

Creators have become the driving force behind TikTok’s social commerce boom. Whether it’s a beauty influencer trying out a new skincare line or a tech reviewer walking through the latest gadgets, their ability to connect with their audience and spark interest in products is unparalleled. 

Where QVC had its trusted hosts, TikTok has influencers who create that same level of rapport with their followers. They provide real-time product reviews, honest opinions, and personal stories, making the shopping experience feel less like a transaction and more like a recommendation from a friend. For Gen Zers, who value community, interaction, and authenticity, this approach is right on target.

TikTok and the future of social commerce

So, is TikTok Gen Z’s version of QVC? Absolutely. 

TikTok Shop has taken the core appeal of QVC — engaging, real-time product showcases — and reinvented it for a new generation of shoppers who crave authenticity and interaction. As social commerce continues to evolve, TikTok is leading the charge, proving that shopping can be a fun social experience.

To learn how to effectively engage with creators on TikTok, download The Ultimate Guide to TikTok Influencer Marketing.