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With the rapid growth of globalization and digital platforms, cross-border e-commerce has become a key driver for brands to expand internationally. Artificial Intelligence (AI), particularly personalized recommendations and immersive mechanisms, is reshaping consumer interactions. This study uses annual panel data from 2012 to 2022 covering Amazon, eBay, Tmall, JD, TikTok, and 11 countries. A panel fixed-effects model examine how click-through rate (CTR) in four product types (Clothes, Electrical Items, Service, and Home Appliance) affect sales volume and average order value. Results show CTR has a significant positive impact on both outcomes, remaining robust after log transformation and winsorization. Heterogeneity analysis reveals varying effects across platforms and product types, including stronger clothing conversion on Amazon and higher home appliance conversion on eBay. The study shows AI boosts search interest and drives purchases, enriching understanding of cross-border consumer behavior and offering guidance for optimizing AI strategies.
Shan et al. (Tue,) studied this question.