China’s Live Commerce Goes Global: Strategic Implications for the U.S. Beauty and Fashion Industry from an Award-Winning TikTok Live Practitioner’s Cross-Border Expansion

Abstract

In recent years, Chinese live commerce has shifted from growth driven largely by traffic dividends to a model that places greater emphasis on refined operations. This transition has developed several potentially transferable capabilities, including the integration of content-driven live selling and shelf-based e-commerce, data-informed product selection, and flexible supply chain response. The U.S. TikTok e-commerce market provides new opportunities for cross-border sellers, particularly in beauty and fashion, where products are highly visual and well suited to live demonstration and impulse-driven purchasing. Using the cross-border practices of New Start Plus Agency as a case study, this paper examines differences between Chinese and U.S. live commerce in traffic acquisition, consumer behavior, content presentation, conversion, and fulfillment. It argues that the Chinese live-commerce model cannot be transferred directly to the U.S. market. Its operational capabilities need to be adapted through localized product selection, culturally appropriate content, and more responsive supply chain coordination. The paper also examines the organizational requirements for scaling operations from two to six live studios. The analysis provides practical insights into how Chinese live-commerce capabilities can be adapted, rather than simply replicated, in the U.S. beauty and fashion market.