Articlehybrid2025

Analysis of Cross-Cultural Barriers in Cross-Border E-commerce Live Streaming

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E-commerce and Technology Innovations Digital Marketing and Social Media Language, Communication, and Linguistic Studies

Abstract

In the past few years, China’s cross-border e-commerce industry has witnessed remarkable growth, with live streaming emerging as a novel marketing approach to penetrate international markets (Z. Y. Wang and T. Li, 2023). Nevertheless, cross-border e-commerce live streaming confronts numerous challenges, among which cross-cultural barriers stand out prominently. This paper delves deep into these barriers and proposes corresponding strategies, aiming to assist cross-border e-commerce enterprises in transcending cultural differences, promoting the healthy development of cross-border e-commerce live streaming, and facilitating their better integration into the global market.

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