Social-Commerce Channel Coming to

Shopping site takes cues from Pinterest

Cable shopping channel QVC sees itself as inherently social—in the offline sense—because while watching, consumers can discover products they never thought they wanted but end up buying because of the recommendations of others.

This September, the Philadelphia-based media brand will get a lot more social when it adds a social-commerce channel, toGather by QVC, to

It is an idea that borrows plenty from Pinterest. Users can create collections of products on the channel that others on the site can then "heart"—echoing Pinterest's format and peer-approval signal. Collections won't necessarily consist of just QVC products, as toGather profiles can include personal photos and videos.

QVC personalities will be featured on the channel, where they will interact with shoppers. Users may opt to post toGather interactions to their Facebook feeds.

The new channel follows QVC's purchase of social-classifieds firm Oodle last December. Craig Donato, Oodle's co-founder, is now QVC's vp of social and heads up toGather, which he sees as more of a primary consumer experience than an online extension of QVC's TV programming. "Rather than thinking of it as a second-screen experience, we want to make sure the core elements together capture the essence of what makes QVC special as a first-screen experience," he told Adweek. "It's about serendipitous discovery. It's about meeting people and them comparing their shopping against each other."

The new channel will be available to highly active users this summer before going wide in the fall.