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While social media platforms like Facebook and Instagram have been slowly building in-app shopping capabilities, QVC and HSN have been transitioning to digital for years. "When the pandemic hit us, we were in a relatively good position in terms of the investments we've made and the capabilities we've built," George said.
And while the coronavirus pandemic boosted QVC and HSN's digital sales, George says that the shift toward digital was always in the cards. Influencers are driving the live-streamed shopping boom in China, but QVC and HSN are leaning on their own brands to lure consumers. Leading live commerce platforms include e-commerce giant Alibaba's Taobao Live and Douyin, China's version of TikTok.
"At the end of the day, it costs a lot of money to get traffic to your platform, whether that's money that is going into marketing or going into having a high profile influencer to create news," George said. "In the future, you'll be able to stay in the live streaming service and make your purchase," George said. "That's huge for us and at the center of everything."
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