QVC, the American cable, satellite and broadcast shopping television network, have launched their own social network, toGather, where users can follow other shoppers and featured brands, see what’s trending online, “heart” items that take their eye, and generally curate their own collections of goods.
After a summer of testing with beta users, the company on Monday officially launched the Pinterest-style social network.
Around nine months ago QVC acquired Oodle, an online classifieds site, to boost its profile in social commerce.
“One thing that always impressed me about QVC is that they really excel in shopping as entertainment,” says Craig Donato, the former CEO of Oodle who is now the VP of social at QVC. “QVC on television is this inherently social experience… Now the web has evolved and there’s a real opportunity for QVC to reinvent what it does for online.”
QVC says it still reaches 250 million homes globally with its live product-centric programming, but is seeing fit to increasingly invest and ally itself with social media platforms: QVC sees social commerce as a key driver of growth. Its e-commerce business generates 37 % of its global revenues (or about $2.9 billion).
This isn’t so much Social TV, as TV transforming into Social!