HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

The adaptation of the Cross-Border E-Commerce customer experience on different European markets for cosmetics products

Toumi, Alia ULiège
Promotor(s) : Gruslin, Claire ULiège
Date of defense : 4-Sep-2023/8-Sep-2023 • Permalink :
Title : The adaptation of the Cross-Border E-Commerce customer experience on different European markets for cosmetics products
Author : Toumi, Alia ULiège
Date of defense  : 4-Sep-2023/8-Sep-2023
Advisor(s) : Gruslin, Claire ULiège
Committee's member(s) : Standaert, Willem ULiège
Language : English
Number of pages : 65
Keywords : [en] Keywords: Cross-border e-commer, customer experience, Localizations, Factors, European market
Discipline(s) : Business & economic sciences > Marketing
Target public : Student
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en international strategic marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] The rapid growth of cross-border e-commerce in the cosmetics industry provides significant opportunities for businesses. However, it also brings forth challenges linked to cultural, linguistic, legal, and logistical differences across European markets. This study aims to address the core issue of understanding the factors shaping the customer experience in this context. The goal is to adapt and improve it for the European market, ultimately increasing the purchase rate of cosmetic products.
The research objectives involve identifying key factors that enable e-commerce expansion in Europe, assessing how different elements affect the relationship between cross-border e-commerce (CBEC) and customer experience, understanding the best way to adapt the CBEC customer experience for cosmetics in the European market, and exploring how retailers can customize their e-commerce platforms to enhance customer satisfaction.
To fulfill these goals, a comprehensive approach is utilized. The process begins by examining existing literature and established concepts to establish a strong theoretical base. This theoretical foundation guides the chosen methodology, which is then applied to collect and analyze data, uncovering the actual impact of identified factors on the CBEC customer experience relationship. The study concludes by drawing insights from the findings and offering practical recommendations.
By investigating the adaptation of customer experience in cross-border e-commerce, with a focus on cosmetics products within diverse European markets, this research delves into the intricate variables influencing customer behavior. It aims to pinpoint pertinent variables among them and explores both direct effects and moderating variables to comprehend the intricate mechanisms of influence.
The results confirm findings from the literature review, establishing a connection between variables and the customer experience. The research underscores the need to enhance aspects like product quality, cultural adaptation, trust, affective experiential states, delivery dynamics, post-purchase expectations, and the integration of new technologies. The strategy of localization emerges as crucial to tailor the customer experience to the unique demands of various European markets.
Variations in customer responses among different regions emphasize the importance of personalized approaches. Sub-variables respond differently to geographical influence, revealing nuanced relationships. This complexity opens the door for a more focused exploration, involving an investigation into each European region separately to uncover specific insights.
In conclusion, businesses striving to ensure satisfactory customer experiences in cross-border e-commerce should offer safe, high-quality products, culturally adapted websites, trustworthiness, transparent delivery, efficient customer service, and embrace new technologies. Such alignment ensures an enhanced cross-border e-commerce customer experience tailored to the diverse dynamics of the European market.



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  • Toumi, Alia ULiège Université de Liège > Master sc. gest., à fin.


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