Live commerce is offering yet another channel for brands to connect with consumers, blending authenticity and technology. QVC Group has unique insights into this burgeoning channel and why now is the time for brands to invest resources into live shopping, according to senior vice president and new business development officer Brian Beitler, who spoke with Total Retail at the 2026 CommerceNext Grow Show last month in New York City.

QVC has been a pioneer in live commerce, with Beitler emphasizing the importance of "shared experience, shared connection." He highlighted that while artificial intelligence enhances personalization, genuine human interaction remains irreplaceable. "People still like connection ... we like to hear from people that we know are real," said Beitler.

As brands venture into live commerce, Beitler advises observing industry leaders and embracing a trial-and-error approach. With the U.S. live commerce market estimated to explode from $53 billion to $190 billion by 2030, Beitler sees the medium as “the next e-commerce,” positioning QVC to leverage its expertise as the market evolves.