Part 10/12:
By late 2025, the company’s internal doubts about its sustainability became public when it disclosed “substantial doubt” about its ability to continue as a going concern**. Its once-reliable business model—centered on television retail—had become obsolete, replaced by an increasingly crowded digital marketplace controlled by players with less brand heritage but more agility.
The Digital Future and Its Challenges
In response, QVC has sought to adapt by experimenting with live shopping on TikTok, attempting to reach digital-native audiences unfamiliar with traditional TV shopping. It has also launched channels on streaming platforms, trying to preserve its core value of discovery in a new format.