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Is TikTok Shop the new QVC for Gen Z?

22 April 20232 July 2024

Reading Time: 2 mins

In recent years, social media platforms have increasingly become the go-to destination for shopping, with the social commerce industry in the United Kingdom expected to grow by 37.5% on an annual basis for 2023.

The rise of short-form video app TikTok has been no exception, with its in-app feature, TikTok Shop, becoming a hot topic in the world of e-commerce. With Gen Z as its primary user base, many are comparing the platform to the home shopping channel of years gone by, QVC. In this blog, I explore whether TikTok Shop is indeed the new QVC for Gen Z.

One of the main similarities between TikTok Shop and QVC is the entertainment factor. Just like how QVC hosts make product demonstrations entertaining, TikTok Shop videos are fun and engaging, with creators showcasing products in creative and visually appealing ways. This is especially important for Gen Z, who prioritise entertainment and engagement in their shopping experiences. Stats also show that Gen Z will look towards lifestyle reviews on social media to make an informed decision on whether they purchase, over paid ads. The power of the influencer is very real! (You can read more about that topic, in my previous blog here).

Another similarity is the emphasis on storytelling. QVC hosts often share stories about the products they are selling, and TikTok creators also use storytelling to create a connection between the product and the viewer. For example, a creator might share their personal experience with a product and how it has improved their life. This humanises the product and makes it more relatable for the audience.

Finally, both TikTok Shop and QVC offer convenience and accessibility. With TikTok Shop, users can easily purchase products directly within the app, making the shopping experience seamless and convenient. Similarly, QVC offers an easy-to-use shopping experience, with viewers able to purchase products via phone, website, or app. This accessibility is key for Gen Z, who value convenience and efficiency in their shopping experiences.

In conclusion, it’s clear that TikTok Shop shares many similarities with the beloved home shopping channel, QVC. Both platforms prioritise entertainment and engagement, storytelling, and convenience. With its Gen Z user base, TikTok Shop has the potential to become the go-to destination for this demographic’s shopping needs. As e-commerce continues to grow, it will be interesting to see how TikTok Shop evolves and whether it truly becomes the new QVC for Gen Z. As someone who has managed ECommerce accounts on TikTok and TikTok Shop, I am excited to see how it will continue to develop.

Sammie McPhail

As the owner of Spellbound Marketing, I bring a passion for digital marketing and a deep understanding of crafting compelling content that resonates with audiences. With a background in gaming and tech, I leverage creativity and strategic insights to drive meaningful results for businesses seeking to thrive in the digital landscape.