In Shop on TV's defence (this is more of a general reply to the thread than you specifically) re: prices
1) They're paying to be on ITV, which isn't cheap. Given the substantially larger viewer base, potentially more lucrative (we know from tidbits shared in the past that IW (mk2) could sometimes make more sales in an ITV show than the entire day on the main channel) but they have costs to recoup. Obviously their business plan shows that's possible - and hopefully sooner rather than later - but…
2) Shop On TV is effectively a startup, and aren't (as far as I'm aware) tied to an existing shopping TV channel with years and years of "clout/brand recognition" behind them to help in negotiating sales or provide them with existing stock; they don't have a warehouse (which potentially means lower costs, but passes some of the burden on to the product makers, which increases their costs, hence higher on-air prices), and can't currently afford to bring things to air that make them next to nothing.
3) In addition to paying for an ITV contract they've had to pay to rent a studio, build a set, buy equipment, hire presenters and guest presents (cheap as though a few of their choices likely are
), and production staff. Shop Extra and IW (mk3) were side-hustles by existing channels able to re-use equipment, staff, studio space, etc.
tl;dr: Shop on TV can't compete on prices with the multi-million pound, long-standing Shopping TV channels yet, same way a new independent grocer can't compete with TESCO (not a direct comparison). If Shop on TV does well that'll change.