QVC taps influencer commerce

QVC, the shopping network, has enhanced its digital activities in various ways as it reflects changing habits and new opportunities for its brand.

QVC, the all-TV-all-the-time shopping network, is adapting to the digital age.

The broadcast pioneer, which has transmitted into living rooms across America since 1986, has long sold products associated with celebrities – be it business mogul Martha Stewart, comedian Ellen DeGeneres, film star Catherine Zeta-Jones, or the Kardashian family of reality stars. And it is now giving prominence to a new cohort of online mavens, too.

“I think influencers have obviously changed the game a bit,” Naomi Jacobs, director/social media strategy at the Qurate Retail Group, QVC’s parent company, explained during a session at the 2018 CommerceNext conference in New...

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