QVC’s bringing its always-on home shopping network to a TikTok livestream near you. The company announced Wednesday that it would host nonstop shopping livestreams on the app, the first of their kind on TikTok in the U.

In a sign of the times for cable TV, the legacy home shopping brand QVC Group says that it is laying off approximately 900 staffers and consolidating operations as it pivots to focus on the opportunity presented by “live social shopping.”