Dive Brief:

• Continuing its livestream shopping strategy, Qurate Retail Group, which owns QVC, HSN, Zulily and other retail subsidiaries, on Tuesday launched a beta mobile app for Sune, a video and livestream shopping platform focused on mission-driven brands, according to a press release.
• Through the app, users can buy products directly from a personalized video feed of influencers and brands. Sune will customize each user’s in-app experience based on their purchase history and preferences, and will give them unique recommendations and filters.
• The app lets sellers manage their product assortment, pricing, shipping costs and digital storefronts. Brands can also use the platform’s live studio, use the remote co-hosting feature and get advice on creating videos, the company said. 

Dive Insight:

With the Sune app, Qurate seeks to create its own commerce ecosystem where shoppers can find new products. The app aims to capitalize on the Gen Z-driven trend of livestream shopping, per the announcement. 

“Unlike other shopping apps, sune’s mission is to provide a joyful, inspirational and relaxing experience, where users can easily connect and directly engage with remarkable ‘under-discovered’ products from new and emerging brands, and ultimately witness entertaining content based on their personal shopping preferences,” Brian Beitler, founder of Sune and general manager of Live Shop Ventures, said in a statement. “Our goal, as the beta version of sune evolves, is to elevate mission-driven brands to share their stories and products, while offering new ways for the younger generations to shop by leveraging live and live-like video commerce.”

Before launching Sune, Qurate steered two of its subsidiary retail channels toward video veteran YouTube for their own livestream efforts. In February 2021, QVC launched a livestream shopping channel on YouTube TV. Similarly, in September, HSN launched its own YouTube TV channel featuring live video commerce.

Qurate also launched a web version of its QVC+ and HSN+ streaming apps last June, complete with livestreaming and on-demand content. The apps feature digital-only programming such as “Fashion Finds – Style Channel,” aimed at fashion enthusiasts, and QVC’s first Spanish-language shows.

In a similar move, Poshmark debuted a livestream shopping feature, Posh Shows, last week. With the tool, sellers can list products, tag descriptive terms for their shows and auction items from another creator’s closet.