Video commerce is a core competency for QVC and HSN, not an ancillary service for other retail channels.<\/p>\n

\u201cWhat we offer is that video commerce experience that\u2019s very different. It\u2019s not a utilitarian experience. It\u2019s really an experience that allows us to totally engage our customers,\u201d Apostolico said. \u201cWe\u2019ve had some terrific partners such as Roku. They were the first to launch our streaming service. They really helped guide us in audience development opportunities to attract both existing and new customers.\u201d<\/p>\n

Qurate is seeking additional opportunities to collaborate with brands as they seek to stand out from competitors in a crowded market. Its merchandising teams continually hunt for brands and products that are a good fit for its video commerce channels.<\/p>\n

\u201cOne of the things we are exploring is how we can partner with more people to help \u2026 combine these entertainment and shopping opportunities,\u201d Apostolico said.<\/p>\n

Amid the growth in social commerce, Qurate has extended its presence on more digital platforms to engage consumers when they\u2019re ready to shop.<\/p>\n

\u201cWe can broaden that audience through so many different platforms. Our social team does a terrific job with engaging with some of the newer platforms,\u201d Apostolico said. \u201cOur TV platform is a rich experience with decades of history of bringing products to life, but we think about some of these other platforms where we can just do more.\u201d<\/p>\n