Why QVC is making such a big bet on TikTok

Almost a year ago, when QVC Group partnered with TikTok to launch the first-ever nonstop live shopping streams in the U.S., the company’s CEO called the move “our bet.” The subtext was clear: It was a bid to revive the shopping TV channel’s languishing business and rejuvenate its audience.

The rationale for QVC, best known for its namesake channel QVC and HSN (once known as the Home Shopping Network), was simple: to adapt its multi-billion dollar business to shoppers’ new habits. That...