Live-shopping pioneer QVC UK is teaming up with TikTok Shop for one of the busiest trading moments of the year, bringing together two of the most recognisable names in live shopping for a 10-hour LIVE broadcast on Thursday 27 November, the day before Black Friday – or ‘Black Friday Eve’.
Streaming directly from QVC UK’s glass-fronted studio at its Chiswick HQ, the event will run from 10:00 to 20:00, allowing shoppers to tune in via QVC’s TikTok channel or ‘scan and shop’ through QR codes displayed at the venue.
The broadcast will include co-hosting duties by popular LIVE presenters Molly Squire and Jess Woods as they bring Neom, Elemis, bareMinerals, Le Creuset, Ninja and other premium brands to their Black Friday Eve event.
The broadcast will feature QVC UK presenters showcasing and demonstrating products throughout the day, joined by buyers from QVC UK to share why these are great products, with exclusive offers and flash sales running live on TikTok Shop.
Since launching on TikTok Shop in March 2025, QVC UK has delivered more than 50 live streams and attracted over 10,000 new shoppers – while also re-engaging long-standing customers who have followed the brand for years. Highlights include a fashion launch with Dannii Minogue and QVC’s most successful TikTok LIVE to date with Elemis, which doubled previous best-seller records.
Following a successful pilot on the platform in 2025, QVC UK is now significantly expanding its investment leading into 2026.
This collaboration highlights how TikTok Shop has evolved the live shopping experience, from the presenter-led TV studio to an interactive, community-driven format where audiences can comment, react and buy in real time. It reflects the broader shift in how consumers engage with content and commerce, with TikTok Shop and QVC UK leading this new, discovery-driven era of retail.
Jan Wilk, Head of TikTok Shop UK, said: “With 30+ years of live shopping experience, QVC UK helped define how we shop on screen, and it’s brilliant to see their legacy evolve on TikTok Shop. Together this Black Friday we’re showing how live shopping continues to adapt and thrive by connecting brands and audiences in real-time in a whole new innovative and experiential way.”
QVC UK is committed to continuous investment in their TikTok Shop LIVE production to build and drive the platform across talent, infrastructure and systems by leveraging the decades of experience in the existing team, to form one dedicated to social commerce, signalling its long-term commitment to growth on the platform.
Robyn Cooke, Social Commerce Lead, QVC UK added: “As a trusted brand, QVC UK has pioneered the live shopping experience on TV through the power of human connection, entertaining and credible storytelling with curated products for over three decades. Joining TikTok Shop allows us to bring that same excitement and trust to a new generation of customers, meeting them where they already are, as part of our commitment to putting the customer first.”
