Physical language is a key component of interpersonal communication, as it conveys information, builds relationships, and regulates the atmosphere. However, the role of anchor’s physical language in live-streaming e-commerce(LSE) remains unclear. Based on impression formation theory and stereotype theory, this study explores the impact of anchor’s physical language (including body movement and facial expression) on LSE performance, and further examines the moderating effect of anchor’s gender. Through empirical analysis of objective data collected from 1426 live streams on the Tiktok platform, including 41,292 minutes of video and 484,264 keyframe images, the study finds that anchor’s body movement has a significant positive impact on sales conversion, while anchor’s facial expressions has a significant negative impact on sales conversion. Additionally, the impact of these two factors varies according to the anchor’s gender. The findings of this study provide theoretical support and practical implications for optimizing anchor behavior and managing gender differences in LSE platforms.