Livestream Scheme Selection in the E-Commerce Supply Chain: Under Agency and Resale Sales Modes

As digital platforms reshape the commercial landscape, brands increasingly collaborate with these platforms to enhance product sales. Many adopt livestream as a strategic tool to attract more traffic, typically choosing between Artificial Intelligence (AI) or Key Opinion Leader (KOL) approaches. Meanwhile, platforms operate under either an agency or a resale mode. However, the relative effectiveness of these strategies remains unclear. This study investigates an e-commerce supply chain comprising a single brand and platform, examining how AI and KOL livestream influence supply chain decisions across different sales modes and identifying optimal strategies for the brand and platform. Results show that when the platform’s revenue sharing rate is low, the agency mode consistently yields a Pareto improvement over resale, regardless of the livestream scheme. Moreover, when the KOL promotion fee rate is low, KOL livestream outperforms AI livestream under both sales modes. When the revenue sharing rate is high, the brand’s optimal strategy is “resale mode and KOL livestream”, while the platform prefers “agency mode and KOL livestream”. Conversely, when the revenue sharing rate is low, the platform’s best strategy is “resale mode and KOL livestream”, while the brand favors the agency mode, with livestream preferences shaped by KOL promotion fee rate.