# Kim Gravel's live selling empire

> The QVC star is building a platform to make live shopping the next big thing in entertainment.
- Title: Kim Gravel's live selling empire · Adweek | Shortify
- Summary: The QVC star is building a platform to make live shopping the next big thing in entertainment. Live selling is becoming appointment TV, and the key to…
- Keywords: kim gravel, live selling, qvc, belle by kim gravel, shoppertainment, direct-to-consumer, tiktok shop, amazon live, ecommerce, retail, community building, Kim
- Source: Adweek — https://adweek.com/commerce/kim-gravel-wants-to-make-live-selling-the-new-appointment-tv
- Author: Lauren Johnson
- Published: 2026-09-16T20:48:06+00:00
- Read time: 1 min
- Topics: kim gravel, live selling, qvc, belle by kim gravel, shoppertainment, direct-to-consumer, tiktok shop, amazon live, ecommerce, retail, community building
## From QVC host to founder
Kim Gravel started at QVC in 2016 with two products: Flexibelle jeans and a plumping lip gloss. Her first brand, Belle by Kim Gravel, has generated over 1 billion dollars in sales.

> I had one pair of jeans, one lip gloss, and a dream.
## The art of shoppertainment
Gravel calls live selling shoppertainment. She builds community by treating customers as friends rather than transactions, which drives loyalty and repeat purchases across her five brands.

> We don't call her our customer, we call them friends.
## Direct-to-consumer beats retail
Gravel has turned down brick-and-mortar store opportunities because live selling margins are better. TikTok Shop and Amazon Live are her primary sales channels, where creators sell millions in minutes.

> That is the future, you couldn't do that 10 years ago.
## Building her own platform
Gravel is launching a live-selling platform featuring her brands and others, with gamified shopping features and multiple hosts. Hosts earn 10 to 12 percent commission on sales.

> We're going to make it like Wheel of Fortune for makeup.
## Live selling is appointment TV
Gravel believes live-selling shows are becoming must-watch entertainment, similar to traditional TV. Big brands will soon hire creators as full-time sellers rather than relying on traditional advertising.

> What's old is new again, and live-selling shows are becoming appointment TV.
## Teaching connection over authenticity
Gravel says live selling is an art that requires training. She focuses on teaching hosts how to connect with audiences, which naturally creates the authenticity that drives sales.

> I can't teach authenticity, but I can teach connection.
## Key takeaway

Live selling is becoming appointment TV, and the key to success is building genuine community connection with shoppers rather than just transactions.