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Third‐party or merchant? Manufacturer's live‐stream selling strategy considering traditional platform operator's retail service investment

Jie Wei & Tong Shao

International Transactions in Operational Research2026https://doi.org/10.1111/itor.70164article
AJG 1ABDC B
Weight
0.50

Abstract

Live‐stream selling is becoming increasingly important for online retailing and has been adopted by many manufacturers. In practice, there are two common live‐stream selling modes: third‐party live‐stream selling (T‐LSS) and merchant live‐stream selling (M‐LSS). Meanwhile, facing the manufacturers' live‐stream selling competition, many traditional platform operators (p‐operators) conduct retail service investment to improve competitiveness. Motivated by these practices, we explore the performances of a manufacturer's live‐stream selling and a p‐operator's retail service investment through analytical models. Results show that the p‐operator's retail service investment always benefits itself and the manufacturer, but reduces the probability that introducing the M‐LSS is profitable. Notably, when the p‐operator invests in retail service, the manufacturer should use the M‐LSS if the channel competition is medium and the spillover effect is high. Moreover, when the channel competition is low, the p‐operator's retail service investment and the manufacturer's M‐LSS create a win‐win outcome for both if the positive spillover effect is high enough.

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https://doi.org/https://doi.org/10.1111/itor.70164

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@article{jie2026,
  title        = {{Third‐party or merchant? Manufacturer's live‐stream selling strategy considering traditional platform operator's retail service investment}},
  author       = {Jie Wei & Tong Shao},
  journal      = {International Transactions in Operational Research},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1111/itor.70164},
}

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0.50

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F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

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