Home shopping channels originally relied on telephone ordering, but have since been required to emphasize online shopping as part of their business models in order to compete with online-only competitors (while distinguishing themselves with their use of on-air pitches and offers to entice potential customers). In 2015, QVC acquired the retailer Zulily in an effort to expand its presence in online retail.
Home shopping channels initially relied on phone orders but now have to emphasize online sales as a way to compete with online-only retailers (while highlighting their unique selling points like live pitches and deals). In 2015, QVC acquired Zulily to expand its online presence.