Empirical Analysis of Cross-Border E-Commerce Sales for Beauty Products

Qitian Yin

2025

Abstract

Globalization and Internet technology are propelling the rapid growth of cross-border e-commerce. Beauty and personal care products have emerged as a major category within this domain. Nevertheless, disparities in culture, economy, and consumption habits across countries exert a substantial influence on product sales and marketing strategies. This study utilizes data from the Thai and UK markets. The objective is to explore the impact of cultural differences on the sales of beauty and personal care products, with a particular focus on the role of live-streaming videos. Initially, descriptive analysis is conducted to discern the basic data distribution and trends. Subsequently, regression analysis is performed using Stata to establish relationships among variables. The results indicate that cultural differences significantly moderate the effects of factors such as video views, content types, and duration on sales. In the Thai market, short live-streaming videos prove more effective in product promotion, while in the UK, consumers exhibit a preference for more detailed videos. In conclusion, cross-border e-commerce enterprises ought to adapt their live-streaming video strategies in accordance with cultural differences. The findings provide practical evidence for cross-border e-commerce firms to refine their marketing strategies, highlighting the significance of precise marketing.

Paper Citation

in Harvard Style

Yin Q. (2025). Empirical Analysis of Cross-Border E-Commerce Sales for Beauty Products. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 199-206. DOI: 10.5220/0013841600004719

in Bibtex Style

@conference{iceml25,
author={Qitian Yin},
title={Empirical Analysis of Cross-Border E-Commerce Sales for Beauty Products},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={199-206},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013841600004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - Empirical Analysis of Cross-Border E-Commerce Sales for Beauty Products
SN - 978-989-758-775-7
AU - Yin Q.
PY - 2025
SP - 199
EP - 206
DO - 10.5220/0013841600004719
PB - SciTePress