The company reduces 900 jobs, provides for “live social purchases”

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The QVC group, which has the QVC and HSN shopping channels, wishes to extend beyond its linear cable and satellite television channels to dominate Tiktok, Facebook, Netflix, YouTube and other streaming platforms.

The QVC group, which manages the QVC and HSN purchase channels, dismisses around 900 employees as part of its consolidation plan and become a larger player on social networks and streaming platforms.

The company announced the moves on Thursday and published the news on its website of investors. Releases represent approximately 5% of the staff.

“We have made the decision very difficult to eliminate a certain number of roles. In the United States, this has an impact on around 900 team members through HSN, QVC US and our global shared services,” said the company. “For many of these people, today will be their last day with the QVC group.”

Some employees will stay in the company for several months to help support its transition from the HSN distribution center of its current house in Saint Petersburg, Florida, at QVC headquarters in West Chester, Pennsylvania, according to the QVC group.

Liberty Interactive LLC, chaired by John Malone, created and destroyed the QVC group after acquiring HSN, formerly the home sales network in 2017.

Learn more about restructuring

The HSN move to QVC headquarters is part of a restructuring started in 2022, which has since included reductions in the workforce. At the end of 2024, the company had around 17,000 employees, according to a report to the Securities and Exchange Commission. The net turnover in 2024 of the company of approximately $ 9 billion fell 4.8% compared to the previous year ($ 9.4 billion).

The emphasis on sales growth on social media platforms, including Tiktok, is part of a strategy announced by CEO David Rawlinson in November to generate online purchases and create a “live social content engine,” said society at the time.

This step in reorganization is “part of our strategy to develop by becoming a live commercial business”, he says.

To this end, QVC launched a Tiktok store in August and saw more than 74,000 Tiktok creators with QVC items in their items. This led traffic to the Tiktok store – and helps increase prints on social networks by more than 50% compared to a year ago, according to its 2024 annual report, tabled on Friday with the SEC.

The company has QVC + and HSN + streaming channels, as well as Big Dish Channel on Roku, and develops streaming products for platforms such as Netflix and Hulu.

“We fundamentally redefine who we are as a business and the role we play for our customers and in retail,” said the company in the report. “We are entering this next phase of our turnaround with rigor and excitement.”

FootballLlow Mike Snider on the wires, Bluesky and X: mikegsnider & @ mikegsnider.bsky.social & @Mikesnider.

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