An online shopping system based on facial emotional state analysis and a method thereof is provided. The system includes: an online shopping module configured for providing an online shopping interactive interface for a user and collecting facial image data and interactive behavior data of the user in an online shopping process; a facial expression recognition module configured for recognizing an emotional state of the user according to the collected facial image data in the online shopping process of the user; a shopping intention analysis module configured for deciding a shopping intention of the user according to the recognized emotional state and the interactive behavior data of the user; and a shopping recommendation adjustment module configured for dynamically adjusting a commodity recommendation strategy for the user according to the decided shopping intention of the user.