Empirical Analysis of Cross-Border E-Commerce Sales for Beauty
Products
Qitian Yin
Information Management and Information System, Tianjin University, 92 Weijin Road, Tianjin, China
Keywords: Cross-Border E-Commerce, Beauty and Personal Care, Cultural Differences, Bandwagon Videos, Marketing
Strategy.
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.
1 INTRODUCTION
In 2023, the global cross-border e-commerce market
surpassed 2.5 trillion yuan, with China contributing
approximately 40% of the total market share and
experiencing a year-on-year growth rate of 13.6%.
Among various product categories, beauty and
personal care products have demonstrated exceptional
performance, emerging as a leading sector in cross-
border e-commerce expansion. On platforms such as
Douyin and TikTok, beauty and personal care
products rank among the best-selling and fastest-
growing categories.
With the rapid development of globalization and
Internet technology, cross-border e-commerce has
become an important part of international trade. In
recent years, its transaction volume has been rising
continuously. Beauty and personal care products are
chosen for this research due to their unique
characteristics. They are highly influenced by cultural
factors in terms of consumer preferences. For instance,
different cultures have diverse standards of beauty,
which directly affect the demand for various product
functions, like the preference for whitening products
in some Asian cultures. Also, the beauty and personal
care market is highly competitive and dynamic,
making it a prime area to study cross-border e-
commerce sales mechanisms.
The emergence of e-commerce platforms such as
TikTok has injected new vitality into the development
of cross-border e-commerce. However, significant
differences in culture, economy, and consumption
habits among different countries and regions have a
profound impact on the cross-border e-commerce
sales of beauty and personal care products. Taking
Thailand and the UK as examples, Thailand, with its
strong collectivist culture, sees consumers being more
influenced by social norms and group opinions when
purchasing beauty products. In contrast, the UK, a
highly individualistic society, has consumers who
prioritize personal preferences and product
uniqueness.
This study aims to address two key research
questions: (1) What differences exist in the sales of
beauty and personal care products across various
export regions? (2) What are the primary factors
influencing these disparities, with a particular
emphasis on the role of live-streaming videos
Yin, Q.
Empirical Analysis of Cross-Border E-Commerce Sales for Beauty Products.
DOI: 10.5220/0013841600004719
Paper published under CC license (CC BY-NC-ND 4.0)
In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics (ICEML 2025), pages 199-206
ISBN: 978-989-758-775-7
Proceedings Copyright © 2025 by SCITEPRESS – Science and Technology Publications, Lda.
199

(including video duration, views, and content)? The
ultimate objective is to provide theoretical insights and
practical guidance for cross-border e-commerce
enterprises in formulating targeted and effective sales
strategies.
2 LITERATURE REVIEW
Current research on the sales of beauty and personal
care products predominantly concentrates on single
markets, leaving the cross-border e-commerce domain
under-explored. Most studies merely take into account
common factors such as product features and prices,
overlooking the crucial role of culture in diverse
markets. Additionally, research on the impact of live-
streaming videos on the sales of beauty and personal
care products is scarce, with the relationships among
video duration, views, content, and sales volume
remaining largely unexamined.
Yang et al. (2014) employed factor analysis to
develop an evaluation index system for cross-border
e-commerce, providing a framework for assessing
industry development. However, their study did not
specifically address beauty and personal care
products. Similarly, Ma et al. (2018) analyzed the
expansion of China's cross-border e-commerce
exports, highlighting macro-level influences such as
market environment and policy support but failing to
examine how differences between international
markets affect product sales. Xu and Song (2018)
explored the factors driving cross-border e-commerce
adoption among small and medium-sized enterprises
in Gansu but focused on business-level dynamics
rather than product-specific and cultural
considerations. While Hoque and Bashaw (2021)
acknowledged cross-border e-commerce as a growing
business model, their study lacked an in-depth
analysis of product sales mechanisms. Chen and Wang
(2025) further explored how B2B platform diversity
influences corporate export strategies, emphasizing
the need for enterprises to adapt to platform-specific
market demands. This complements prior research by
linking platform characteristics to strategic decisions
in cross-border sales.
Regarding the sales of beauty and personal care
products, existing research is mostly confined to
single-market scenarios. Smith (2022) investigated
how cultural differences affect consumer behavior in
the beauty industry, revealing that different cultural
backgrounds result in diverse views on product
efficacy and brands. However, this research had no
connection to cross-border e-commerce sales.
Currently, most studies analyze sales from factors
such as product characteristics and prices. For
example, Zhang et al. (2017) studied the purchase
intention of cross-border e-commerce retail products
and their influencing factors, neglecting the impact of
culture on the sales of beauty and personal care
products in different markets.
Research on the impact of live-streaming videos
on beauty and personal care product sales is extremely
limited. Huang and Wu (2020) discussed the
development, problems, and improvement measures
of live-streaming e-commerce in China but did not
study its specific impact on beauty and personal care
product sales. Liu and Shi (2020) explored how the
live-streaming e-commerce marketing model affects
consumers' purchase decisions, yet they did not
conduct research specifically on beauty and personal
care products. Gu et al. (2023) studied influencer mix
strategies in live-stream commerce and their impact
on product sales. Although related to live-streaming,
they did not explore how details such as video duration
and content affect the sales of beauty and personal care
products.
Recent research has begun to address some of
these gaps. Wang et al. (2024) explored the effects of
cross-border e-commerce platform interface design on
consumer experiences within the beauty product
category but did not incorporate cultural or live-
streaming-related variables. Lee et al. (2024) analyzed
the impact of social media influencers' credibility on
the sales of beauty products in a domestic context,
without extending the research to cross-border e-
commerce and the influence of video content. Yan and
Hu (2024) detailed the overseas expansion story of
cross-border e-commerce platform Temu, which,
though not directly related to beauty product sales,
provides insights into successful cross-border
platform strategies that could potentially be applied or
contrasted in the beauty sector.
This study posits that multiple factors including
price, cultural dynamics, and marketing strategies.
Jointly influence beauty and personal care product
sales. Furthermore, cultural factors moderate the
effects of price and marketing on sales performance.
Live-streaming videos, as a pivotal marketing tool,
impact sales through variables such as video duration,
views, and content. Consumer acceptance and
engagement with live-streaming content vary across
cultures, thereby modifying the effectiveness of
video-based marketing strategies. This research seeks
to bridge existing gaps by comprehensively analyzing
the interplay between cultural differences, live-
streaming videos, and other determinants of cross-
border e-commerce sales performance in the beauty
and personal care sector.
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3 RESEARCH METHODS
3.1 Data Sources
This study's data are sourced from a sales platform
and a short-video live-streaming platform. As of
February 21, 2025, 3000 pieces of product data with
good sales in Thailand and the UK were selected.
These data cover a wide range of information,
including product cover links, names, selling prices,
countries/regions, affiliated store names, total store
sales, product categories, commission ratios, 7-day
sales volume, 7-day sales amount, total sales volume,
total sales amount, the number of associated
influencers, the number of associated live-streaming
sessions, and the number of associated videos.
Additionally, 500 pieces of live-streaming video data
for a popular product in Thailand and the UK were
respectively collected, along with ten representative
live-streaming videos, providing abundant data
support for in-depth exploration of the impact of live-
streaming videos on sales.
3.2 Sample Particularity and Data
Validity and Reliability
Thailand and the UK were selected for this study due
to their distinct market characteristics and
representativeness. Thailand, a key player in
Southeast Asia's rapidly expanding e-commerce
landscape, exhibits unique consumer preferences in
the beauty and personal care sector. The country's
tropical climate and cultural emphasis on aesthetic
ideals have contributed to a strong demand for
whitening and oil-control products, making it an
exemplary market for analyzing regional beauty
consumption patterns in tropical Asian economies.
Conversely, the UK represents a developed
Western market with a sophisticated e-commerce
infrastructure. British consumers place a strong
emphasis on product quality, brand heritage, and
personalized beauty solutions. Their purchasing
behavior is shaped by Western cultural values,
including individualism and self-expression. By
examining the UK market, this study provides
insights into consumer behavior within mature
Western e-commerce ecosystems.
3.3 Data Validity and Reliability
To ensure data validity, the following steps were
taken. First, data were collected from multiple
reliable sources. The sales platform selected is a well-
known international e-commerce platform with a
large user base and strict product review mechanisms,
ensuring that the product information is accurate and
up-to-date. The short-video live-streaming platform
is also a leading platform in the industry, providing
comprehensive and real-time video-related data.
Second, in the process of data collection, strict
screening criteria were applied. Only products with
complete information and a certain sales volume were
included in the sample, eliminating data with missing
values or outliers that could affect the analysis results.
To enhance reliability, a random sampling
approach was used for both product and live-
streaming video data to ensure representativeness.
Additionally, data collection was repeated at multiple
intervals to verify consistency. Further, data cleaning
procedures were conducted to identify and rectify
errors, thereby enhancing the robustness of the
dataset for subsequent empirical analysis.
4 RESEARCH RESULTS
4.1 Descriptive Analysis
4.1.1 Sales Distribution in the Thai and
British Markets
Through data analysis, it shows that there are obvious
differences in the sales distribution of beauty and
personal care products in the Thai and British
markets. As shown in Table 1 and Table 2, the UK
market exhibits a mean total sales volume of 5,208.58
units with high variability (std. dev. = 10,016.6),
while Thailand ’ s mean sales are nearly double
(10,319.55 units), reflecting stronger demand for
beauty products in this Southeast Asian market. The
skewed distribution in Thailand (max. = 580,359)
suggests the presence of blockbuster products,
possibly driven by cultural preferences for specific
functions like whitening. In the Thai market, products
with certain specific functions (such as whitening and
oil control) have relatively high sales; in the British
market, products with other functions (such as
moisturizing and anti-wrinkle) perform better.
Empirical Analysis of Cross-Border E-Commerce Sales for Beauty Products
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Table 1: UK total sales figures for the beauty and personal care category.
Table 2: Thailand's total sales figures in the beauty and personal care category.
Variable Obs Mean Std. dev. Min Max
Totalsales 3,000 10319.55 25234.7 1739 580359
4.1.2 Hofstede's Dimensional Scores
Thailand and the UK have significant differences in
Hofstede's cultural dimension scores, especially in
the dimension of individualism and collectivism.
Figure 1 illustrates stark cultural differences between
Thailand and the UK on Hofstede’s individualism
dimension: Thailand scores low (collectivist), while
the UK ranks among the highest (individualist). This
divergence correlates with sales patterns, as discussed
in Section 5.2. This cultural difference has a close
connection with product sales.
Picture credit: Original
Figure 1: Cultural differences demonstrated by Hofstede's
dimensional scores.
4.2 Regression Analysis
Based on the regression analysis results, we can gain
a deeper understanding of the impact of various
variables on sales. Table 3 reveals that the
commission ratio negatively impacts sales (-
18,822.35, p<0.001), while the number of associated
influencers (30.10, p<0.001) and videos (13.48,
p<0.001) show strong positive effects. The
individualism factor interacts significantly with
influencer and video metrics, highlighting cultural
moderation effects. Table 3 shows the regression
results including the cultural score data of
commodities. Tables 4 and 5 respectively present the
regression analysis results of video variables at the
commodity level in the UK and Thailand.
In Table 3, the Commission Ratio is negatively
correlated with the total sales volume, indicating that
an increase in the commission ratio may reduce the
total sales volume. The Number of Associated
Influencers and the Number of Associated Videos
have a positive impact on the total sales volume,
meaning that more influencers and videos are helpful
for increasing sales. The Individualism Factor is
negatively correlated with the total sales volume, but
the interaction terms between it and the Commission
Ratio, the Number of Associated Influencers, etc.
have different effects.
The regression results of the UK market in Table
4 show that Video Duration, the Number of Followers
of Influencers, and the Number of Views have a
positive impact on the sales volume of the
commodity. However, the Number of Likes is
negatively correlated with the sales volume, and the
Interaction Rate has no significant impact on the sales
volume.
The regression results of the Thai market in Table
5 indicate that the Number of Followers of
Influencers, the Number of Views, and the Number
of Likes have a positive impact on the sales volume
of the commodity, while the Video Duration and the
Interaction Rate have no significant impact on the
sales volume.
Power
Distanc
e
Individ
ualism
versus
Collect
ivism
Mascul
inity
versus
Femini
nity
Uncert
ainty
Avoida
nce
Long-
term
versus
Short-
term
Indulge
nce
versus
Restrai
nt
GB
35 89 66 35 51 69
TH
64 20 34 64 32 45
0
10
20
30
40
50
60
70
80
90
100
Hofstede's Cultural Dimensions
Variable Obs Mean Std. dev. Min Max
Total sales 3,000 5208.576 10016.6 895 145963
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Table 3: Results of regression analyses (introduction of merchandise data on cultural scores).
Total Sales Volume Coefficient Std. err. t P>t
Commission Ratio -18822.35 5081.224 -3.70 0.000
Number of Associated Influencers 30.0963 1.334329 22.56 0.000
Number of Associated Livestream -4.386267 .497384 -8.82 0.000
Number of Associated Videos 13.47867 1.82789 7.37 0.000
Individualism Factor -27.44785 9.166367 -2.99 0.003
Comm Ratio_Indiv 14.93829 108.7781 0.14 0.891
Assoc Infl_Indiv -.1108234 .0355601 -3.12 0.002
Assoc Live_Indiv .0566456 .0092467 6.13 0.000
Assoc Videos_Indiv -.0866095 .052329 -1.66 0.098
_cons 6257.528 576.8373 10.85 0.000
Table 4: Video-variable regression analysis at the commodity level in the UK.
Sales Volume of This Product Coeff. Std. err. t P>t
Video Duration .0561 .0258 2.18 0.030
Number of Followers of Influencers .0003 .0000 13.81 0.000
Number of Views .0004 .0000 17.37 0.000
Number of Likes -.0337 .0055 -6.13 0.000
Interaction Rate -2.903 22.7348 -0.13 0.898
_cons -6.018 2.5556 -2.35 0.019
Table 5: Video Variable Regression Analysis at the Commodity Level in Thailand.
Sales Volume of This Product Coeff Std. err. t P>t
Video Duration .0206 .0612 0.34 0.737
Numbe
r
of Followers of Influencers .0000 .0000 4.68 0.000
Numbe
r
of Views .0001 .0000 8.85 0.000
Numbe
r
of Likes .0072 .0010 6.88 0.000
Interaction Rate -135.4 103.68 -1.31 0.192
_
cons 4.70 4.550 1.03 0.302
5 DISCUSSION
5.1 Research Findings
This study has successfully revealed significant
differences in the sales of beauty and personal care
products in different export regions. The main factors
influencing sales include culture, marketing, and live-
streaming video-related factors.
Regression analysis results indicate that the
factors influencing sales volume differ depending on
cultural backgrounds. In the UK market, Video
Empirical Analysis of Cross-Border E-Commerce Sales for Beauty Products
203

Duration, Number of Followers of Influencers, and
Number of Views exhibit a significant positive
impact on sales. Conversely, in the Thai market,
Number of Followers of Influencers, Number of
Views, and Number of Likes play a decisive role in
driving sales. Furthermore, cultural differences
moderate the impact of live-streaming video
characteristics on sales, as consumer preferences for
video content vary across cultures. This cultural
divergence ultimately affects how live-streaming
videos influence sales performance.
5.2 Discussion
Cultural differences play a crucial role in sales.
Hofstede's cultural dimension theory helps us
understand the differences between Thailand and the
UK. In terms of individualism and collectivism,
Thailand has a strong collectivist culture. According
to Triandis' collectivist theory, in-group harmony is
of great importance. The opinions of family, friends,
and the community influence Thai consumers. They
are likely to accept products that conform to local
culture. For example, products containing natural
ingredients from Thai traditional medicine are
popular. These consumers also pay attention to
product efficacy and price and often consider the
interests of the group when making purchases.
By contrast, the UK exhibits a highly
individualistic culture. According to Markus and
Kitayama’s self-concept theory, British consumers
emphasize self-expression and personal identity.
Their purchasing choices are influenced by product
quality, brand heritage, and the ability to meet
individualized needs. Established brand reputation
and customized product options are particularly
attractive to them.
From the regression results, in the Thai market,
the collectivist culture makes consumers more reliant
on information dissemination within the group. The
Number of Followers of Influencers, the Number of
Views, and the Number of Likes have a significant
positive impact on the sales volume of commodities.
This is because Thai consumers tend to follow the
recommendations of influencers within the group.
High numbers of views and likes mean that the
product has a high degree of recognition within the
group, which is in line with the importance that
collectivist consumers attach to group opinions.
According to Bandura's social learning theory, Thai
consumers will imitate the product choices
demonstrated by influencers within the group, so
these factors can effectively promote sales. The
Video Duration has no significant impact on the sales
volume, possibly because consumers in a collectivist
culture pay more attention to the core information
conveyed by the video. As long as the information
can reflect the value of the product to the group, the
video duration is not a key factor.
In contrast, British consumers' strong
individualistic orientation makes them more
interested in personalized and in-depth product
information. Video Duration exerts a significant
positive effect on sales, likely because British
consumers prefer detailed content that allows for
thorough product evaluation. Longer videos cater to
their need for extensive product understanding,
enabling them to determine whether a product aligns
with their identity. The Number of Followers of
Influencers and Number of Views also positively
influence sales, as British consumers rely on
influencers to provide unique insights. High view
counts increase product exposure, enhancing the
likelihood of discovery by consumers seeking
distinctive products. Interestingly, the Number of
Likes has a negative correlation with sales. This may
be attributed to British consumers' preference for
independent decision-making—while a high number
of likes may indicate mass appeal, it does not
necessarily align with their pursuit of uniqueness,
thereby diminishing its impact on purchase behavior.
TikTok also has different impacts on these two
markets. In Thailand, TikTok spreads collectivist
values. Content that conforms to local cultural norms
can quickly become popular. For example, beauty
tutorials following Thai beauty standards can quickly
gain popularity and boost sales. In the UK, TikTok is
used for individual expression. Brands can showcase
unique product features and stories. The platform's
algorithm recommends content according to users'
interests, which helps to provide personalized product
suggestions for British consumers.
For live-streaming videos, a higher number of
views means greater product exposure. Videos
showing the real use effect of products can reduce
consumers' perception of purchase risk, which is in
line with the risk reduction theory in consumer
behavior. The video duration should be adjusted
according to the patience and information needs of
consumers with different cultural backgrounds. As
collectivists, Thai consumers may prefer short and
interesting videos that showcase the key product
advantages for the group. Due to individualism,
British consumers may prefer longer videos that
contain detailed product information and
customization options.
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5.3 Further Explanation
This study shows that cross-border e-commerce
companies must consider cultural differences when
formulating sales strategies for beauty and personal
care products.
For the Thai market, leveraging partnerships with
local influencers is an effective strategy. Emphasizing
natural ingredients, cost-effectiveness, and cultural
compatibility can enhance product appeal. Since Thai
consumers prioritize collective opinions and core
product value, concise live-streaming videos focusing
on product efficacy should be deployed to align with
collectivist consumer preferences.
For the UK market, attention should be paid to
brand building. Highlight product quality and
personalization, and use live-streaming videos to
showcase the unique value and brand stories of the
products. According to the British consumers' pursuit
of detailed information and personalization, videos
with appropriate duration and rich content can be
produced, and cooperation with influential
influencers can be carried out to increase the exposure
and sales volume of the products.
Through these strategies, cross-border e-
commerce companies can meet the needs of
consumers with different cultural backgrounds and
make their brands more attractive in the international
market..
6 CONCLUSIONS
6.1 Summary of Research Results
This study has successfully revealed the differential
performance of beauty and personal care products in
different export regions and clarified the main factors
influencing the cross-border e-commerce sales
differences of beauty and personal care products,
including price, culture, marketing, and live-
streaming videos. Among them, cultural differences
and live-streaming videos play a key role in the
formulation and implementation of sales strategies.
Consumers with different cultural backgrounds have
different demands and preferences for products and
different acceptance and preferences for live-
streaming videos.
6.2 Emphasis on Research
Contributions
This research addresses critical gaps in the existing
literature on cross-border e-commerce sales of beauty
and personal care products, particularly concerning
cultural influences and the role of live-streaming
videos. By offering a nuanced analysis of market-
specific characteristics and video-based marketing
mechanisms, this study provides a robust theoretical
foundation and practical insights for cross-border e-
commerce enterprises. These findings serve as a
valuable reference for businesses seeking to optimize
product positioning and improve sales performance in
diverse international markets.
6.3 Research Limitations and Future
Prospects
Although this study has achieved certain results, there
are still limitations. For example, the data only
selected two countries, Thailand and the UK, which
may not fully reflect the global market situation; only
some influencing factors were considered, and other
potential factors have not been deeply explored.
Future research can further expand the data scope to
cover more countries and regions, and at the same
time incorporate more influencing factors, such as
policies and regulations, market competition, etc. In
addition, more advanced video analysis technologies,
such as natural language processing and image
recognition, can be used to deeply explore the content
characteristics and emotional tendencies of live-
streaming videos, providing a more comprehensive
and in-depth research for the cross-border e-
commerce sales of beauty and personal care products.
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