Creators Are Coming For QVC’s Crown

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When QVC launched in 1986, it reshaped shopping as entertainment. Hosts on live television sold everything from jewelry to juicers with charm, trust and storytelling. Fast forward to today, and the format is back, but this time, it’s powered by creators, not cable. The next QVC is already live-streaming from someone’s phone.
The Evolution of E-Commerce
"The majority of e-commerce is really just a scaled up Sears catalog," said Tom Verrilli, Chief Product Officer at Whatnot, a $3B live shopping platform where thousands of creators now host real-time shows selling everything from vintage tees to rare Pokémon cards.
Whatnot’s thesis is simple: give creators the tools to run their own shoppable shows, and you unlock the next generation of retail. It works. The average buyer spends 90 minutes per day on the app. Some sellers have made over $1M per year. It’s shopping as a social event, not a transaction.
"Whatnot is much more like going back to the mall," Tom explained. "You might go with something in I wander through the mall and I can see individual stores and the branding of that store might convince me to come in. The personality of the seller might convince me to make a purchase."
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