Shop Unlimited

About Shop Unlimited

Shop Unlimited is a UK-based live shopping television brand broadcasting 24 hours a day on Freeview channel 97, with continuous streams on YouTube and eBay Live. Describing itself as a destination for modern shopping, inspiration and discovery, the channel offers live demonstrations of a curated range spanning watches, fashion, beauty, home essentials, fitness, kitchen innovations and jewellery. Backed by what it calls more than 100 years of combined live shopping industry experience, Shop Unlimited combines the traditional teleshopping format with streaming and e-commerce, allowing viewers to watch live product demonstrations and shop online at the same time.

The Freeview 97 launch

Shop Unlimited arrived on Freeview in a channel update that saw Hobbycraft TV renamed as Shop Unlimited on channel 97, with viewers urged to retune their televisions to pick up the change. The update was part of Freeview's regular cycle of broadcaster-driven changes, in which channels are added, moved or renamed and viewers need to refresh their channel lists to keep their programme guides up to date. Since the launch, the brand has consolidated its position on the free-to-air platform, presenting itself as a live TV shopping service that is free for any household with a Freeview receiver to watch. The channel's Freeview listing describes exclusive live shopping events featuring top picks across craft, home, health and beauty, fashion and jewellery.

How to watch

Shop Unlimited broadcasts live 24 hours a day. It can be watched on Freeview channel 97, through a continuous 24/7 stream on YouTube, and on eBay Live. The brand's own website carries the live stream alongside its online shop, so viewers can stream the channel and buy the featured products wherever they are. The channel previously broadcast on Sky channel 672, but on 1 September 2026 it left the Sky platform in order to focus on free-to-air and streaming platforms, a move that underlined its strategy of reaching viewers through Freeview, YouTube and eBay Live rather than pay-TV carriage. Viewers who cannot find the channel on Freeview can retune by pressing Menu on the remote, selecting set-up or installation, and choosing first-time installation or a similar full-retune option.

Live shopping, done properly

The channel's central proposition is the power of seeing products in action. Its live broadcasts bring products to life through demonstrations by presenters and guest experts, so viewers can watch how an item works before deciding to buy. The schedule runs around the clock with themed shows and special events, featuring exclusive products, demonstrations, special offers and expert guests across crafts, home, garden, beauty, wellbeing, watches, collectibles and more. The brand says its approach is designed to inform, inspire and entertain: trusted brands, new finds and must-have products are presented in a continuous stream, with viewers able to shop the items featured in each show through the website while the broadcast is still on air.

Watches, fashion and jewellery

Among the channel's flagship categories are watches, fashion and jewellery. The curated range spans standout jewellery pieces, watches and fashion items, presented alongside beauty and home essentials. Live watch and jewellery shows are a staple of the teleshopping format, giving viewers close-up demonstrations of design, materials and craftsmanship that still images cannot easily convey. The channel's online store mirrors the broadcast range, with categories for the products featured on air, allowing viewers to browse and buy the pieces they have seen demonstrated.

Craft programming

Craft is a significant part of the Shop Unlimited schedule, reflecting the channel's origins in the Hobbycraft TV slot it replaced on Freeview 97. The channel runs dedicated craft shows featuring well-known craft brands and collections, such as the Tim Holtz Halloween Collection with its atmospheric seasonal designs for cards, journals, tags and mixed-media projects, and the Paper Emporium Kaleidoscope Collection of coloured, pearlescent, metallic and translucent papers. Dozens of craft products are listed in the channel's online craft collection, with star-buy discounts and special offers tied to the live shows. Craft hours feature respected guest experts known for their experience and credibility, who demonstrate techniques and inspire viewers' own projects.

Home, beauty and lifestyle

Beyond watches, jewellery and craft, the channel's range covers home essentials, health and beauty, fitness and kitchen innovations. Shows spotlight top picks across these categories, from home and garden products to wellbeing and beauty lines, with live demonstrations showing the items in use. The brand's stated mission is to help viewers live better by giving them access to high-quality, innovative products that fit seamlessly into their lifestyles. Each category is presented in dedicated hours and special events, and the online store is organised around the same departments, so viewers can move easily from watching a demonstration to buying the product.

The brand and its experience

Shop Unlimited presents itself as more than an online store: it is a UK-based shopping TV brand built on deep experience in live retail. The company says its team brings more than 100 years of combined industry experience to the business, a figure it uses to underline the expertise behind its broadcasts. Its pitch to viewers rests on six promises: unrivalled variety across a wide-ranging collection; quality it says every product is carefully selected to meet; live demonstrations so customers can see products in action; effortless shopping with simple, fast checkout; customer-first support; and competitive pricing with exclusive deals. The brand's strapline, "Discover More", captures its positioning as a place to find something new as well as to shop for the familiar.

Shopping online

The channel's website, shopunlimitedlive.com, is the hub for buying the products featured on air. Viewers can watch the live stream on the site and shop the shows at the same time, with product collections organised around the broadcast categories. Payment options include Shopify Payments, PayPal, Apple Pay, Clearpay and Klarna, giving customers a choice of ways to pay including buy-now-pay-later services. New customers are offered 10% off their first order when they sign up for the mailing list, which also brings news of live TV offers, new launches, special events and email-only deals. The site carries the channel's customer service information and details of delivery and returns.

The Freeview channel change

Shop Unlimited's arrival on Freeview 97 came as part of one of the platform's regular broadcaster updates, in which channels change names, numbers or both. The same update that renamed Hobbycraft TV as Shop Unlimited on channel 97 also saw Great! Romance Mix become Great! TV +1 on channel 61, with Great! Movies and Great! TV +1 swapping channel numbers so that Movies moved to 62 and TV +1 to 61. Freeview explained that such changes happen because providers decide to add, move or remove channels, and that they are not automatic — viewers need to retune their televisions to gain access. The process is straightforward: press Menu on the remote, select set-up, installation or update, enter the default passcode of 1234 or 0000 if asked, and choose first-time installation so the set rescans and saves the channels it finds. For Shop Unlimited, the Freeview launch gave the brand a free-to-air national shop window, and the channel's own listing on the Freeview platform invites viewers to discover exclusive live shopping events featuring top picks in craft, home, health and beauty, fashion and jewellery.

A focus on free-to-air

Shop Unlimited's decision to leave Sky channel 672 on 1 September 2026 and concentrate on Freeview, YouTube and eBay Live reflects a deliberate strategy. Free-to-air platforms give the channel nationwide reach without a pay-TV subscription, while the 24/7 YouTube stream and eBay Live presence meet viewers who watch on phones, tablets and computers rather than through a traditional set-top box. The brand describes shopping as more than just buying products — as discovering something new, expressing personal style and enhancing everyday life — and its multi-platform approach is designed to make that discovery possible wherever the viewer happens to be watching.

Official website

The official website is shopunlimitedlive.com, where viewers can watch the channel live, browse the full product range across watches, fashion, beauty, home, craft and jewellery, and shop the items featured in the latest shows. The site also carries information about upcoming live events, special offers and the mailing list, alongside customer service and delivery details.