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QVC Buys Itself a Younger Shopper with Zulily Deal

QVC’s parent company Liberty Interactive is acquiring online shopping site Zulily for $2.4 billion. Liberty Interactive’s CEO said the Zulily team built an “impressive business around entertainment, discovery and value to the customer,” which he said fits perfectly with the QVC philosophy between the two companies.

“Combined under Liberty, we have an incredible opportunity to delight shoppers from the TV to the Internet,” Greg Maffei said.

In fact, the words “entertainment,” “discovery,” and “value” were repeated in the press release announcing the deal, making it clear the companies believe there is a shared philosophy.

“While QVC and zulily will be operated as separate consumer facing brands, the collaboration creates numerous exciting opportunities, including leveraging QVC’s global scale, curation, vendor relationships and video commerce expertise at zulily. Similarly, zulily’s younger customer demographic, personalization expertise and eCommerce capabilities will boost QVC.”

The Wall Street Journal called Zulily a “flash-sales pioneer that has struggled recently with slowing sales gains.” The newspaper also said prominent shareholders including Alibaba Group would profit from the sale.

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). She is a member of the Online News Association (Sep 2005 - present) and Investigative Reporters and Editors (Mar 2006 - present). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.