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The fundamentals of QVC and live streaming have transferred “quite seamlessly”, QVC Director Social Commerce Robyn Cooke told World Retail Congress delegates, as she outlined that she saw the market moving to hoe shopping rather than the other way round.

“TV is more high production and formal so we have adapted a little. But the human-to-human interaction and demonstration model are really in the DNA of our business and that has been quite easy,” she said. “But yes TikTok Shop has brought us new customers, especially in discovery. It’s not really a pivot but more the rest of the market coming into our space.”

She said that mastering the art of live shopping and engaging in a really human way is the key to unlocking the success of TikTok Shop.

“We have sped up and the engagement is live, so great for immediate response and answer in a very human way,” she added.

TikTok Shop is still relatively new to Germany and panellist and domestic Director Max Burianek said that both shoppers and brands have been quick to adopt the channel.

“The most important thing specific to our launch in Germany is more the contrast with the classic ecommerce market. We have just completed our first year in Germany, but the pace is quite impressive. The key thing is to be well aware that this is not something in the lower funnel but is all about discovery. We do see that many of the brands in Germany have performed well, not just international brands with experience in other markets,” he said.

Mars Regional Digital Commerce Transformation Manager Maree Margolis also countered the argument that TikTok Shop was better suited to new and emerging brands rather than legacy corporates.

“Breaking away from polished and scripted marketing to more natural narratives is a change,” she said. “How you structure and learn is key.”

Burianek also stressed that creators are at the heart of the platform, producing a huge volume of video content, with the model purely based around whether these generate sales through its affiliate program.

“You should look at conversion but you also need to consider the halo effects or brand awareness,” he stressed.

QVC’s Cooke added that the home shopping channel has added a million customers through TikTok Shop but said that in the UK the profile remained women aged 35 and over so stressed that this required the same diligence over quality and curation.

The session was moderated by Sam Jacobs, Co-Founder, Go Places