The “She Economy” in Cross-Border E-Commerce: MEEST Logistics Services Boost Growth in the Female Consumer Market

In recent years, the integration of cross-border e-commerce and the “She Economy” has become one of the key growth engines in global trade. Female consumers not only dominate traditional consumption sectors but also demonstrate a strong demand for quality lifestyles, personalized products, and cultural experiences through cross-border shopping. This article analyzes the current status, trends, and driving effects on holiday consumption of the “She Economy” in cross-border e-commerce, combining industry trends and holiday consumption data, and discusses how MEEST logistics services facilitate the development of this market.

I. Development Trends of the “She Economy” in Cross-Border E-Commerce

1. Continuous Expansion of Market Scale

The latest reports from China’s cross-border e-commerce comprehensive pilot zones show that from January to September 2024, China’s cross-border e-commerce import-export volume reached 1.88 trillion yuan, a year-on-year increase of 11.5%, with exports growing by 15.2%. Female consumption, as a critical driver, accounts for a significant proportion in categories such as beauty, apparel, and maternal and infant products. According to the 2025-2030 Cross-Border E-Commerce Industry Development Trend Forecast Report by CIC Consulting, the global cross-border e-commerce market is expected to exceed $1 trillion by 2025, with China accounting for over 35%.

2. Growth in Personalized and Customized Demand

Global female consumers’ demand for personalized products is rapidly increasing. Cross-border e-commerce platforms provide customized services, such as clothing size customization and jewelry engraving, through big data analysis of user preferences. Data shows that the purchase conversion rate of customizable products is 40% higher than that of standard products. For example, Shein’s “small-order fast-reaction” model, which focuses on the female market, relies on a flexible supply chain to meet this demand, achieving sales of $9 billion in Europe in 2023, with its personalized customization category growing by over 60%.

3. Globalization of Live Commerce

Platforms like TikTok Shop have replicated the mature “live-stream shopping” experience from China to European and American markets through short videos and live-streaming. Live commerce is expected to become a core growth strategy for cross-border e-commerce in 2025, as female consumers are more attracted to interactive shopping experiences, driving sales in categories like beauty and apparel. For instance, TikTok Shop enhances order conversion rates among female users through limited-time commission reductions and influencer matchmaking.

II. Holidays Ignite Consumption Waves in the “She Economy”

Recently, Douyin Life Services released pre-March 8th consumption data showing that from March 1st to 6th, the total transaction volume of female consumers on the Douyin platform increased by 53% year-on-year, with orders for beauty products, jewelry, and hair salons increasing by 316%, 161%, and 126% respectively. Cross-border e-commerce platforms have launched synchronized holiday promotions, such as Temu’s “Queen’s Day” discounts and Shein’s customized gift boxes, boosting sales of female-related categories.

1. Shein’s “Women’s Empowerment” Themed Marketing

Before the festival, Shein launched a series of content titled “Stories of Female Entrepreneurs,” combined with product promotions, driving a 45% increase in clothing and accessories sales. Its platform data shows that orders from female users in the Middle East surged by 90% year-on-year, confirming the potential of emerging markets.

2. Rising Beauty Sales on TikTok

In the lead-up to International Women’s Day, top-selling product categories in TikTok’s U.S. market included beauty and personal care, health products, women’s lingerie, and apparel. Among them, a lip liner from the SACHEU Beauty brand topped the sales charts in TikTok’s U.S. market, with 10,200 units sold on February 14th alone. By the end of February, the product had sold 1,360,500 units on TikTok, with a total GMV exceeding $18,971,700.

III. MEEST Logistics Services Facilitating the “She Economy” Layout

With the continuous expansion of the global “She Economy” landscape in cross-border e-commerce, female consumption accounted for over 68% in 2023, with the three major sectors of beauty and personal care, premium accessories, and smart home furnishings growing at a rate of over 300%. Facing this trillion-yuan consumption red ocean, MEEST logistics services precisely match the needs of “She-demand” products going global through its robust logistics network and customized solutions, reducing logistics costs.

Advantages of MEEST Logistics Services

1. Customized Logistics Solutions for Female-Oriented Products: MEEST logistics services provide exclusive logistics channels for high-frequency female consumption categories such as beauty, apparel, and maternal and infant products. For example, the MEEST beauty special line ensures the safe transportation of sensitive products, covering multiple countries and regions to meet female consumers’ dual demands for quality and safety.
2. Efficient Logistics Network and Customs Clearance Capability: MEEST logistics services feature a mature customs clearance system and intelligent routing algorithms to ensure rapid customs clearance and efficient delivery of packages. Its full-process visual logistics services allow both sellers and buyers to track package status in real time, enhancing the shopping experience.
3. Diversified Logistics Products: Whether for small-sized beauty products or large-sized home furnishings, MEEST logistics services offer suitable solutions.
4. End-to-End Logistics Services: MEEST logistics services have established end-to-end logistics solutions, from door-to-door pickup to destination-country delivery, ensuring efficiency and reliability at every stage. Both cross-border e-commerce platform sellers and independent website operators can achieve global distribution through MEEST logistics services.

IV. Conclusion

The “She Economy” in cross-border e-commerce is thriving globally, driven by female consumers’ pursuit of quality lifestyles, personalized products, and cultural experiences. MEEST logistics services, with their customized logistics solutions and efficient service networks, have become a vital force in helping cross-border e-commerce sellers expand their “She Economy” presence. Whether during holiday promotions or daily sales, MEEST logistics services provide reliable logistics support for sellers, helping them better meet the needs of female consumers worldwide.