Search Results (207)

The rapid growth of live e-commerce, a sector valued at over USD 100 billion worldwide, demonstrates its transformative impact on the retail industry, especially in markets like China, where platforms such as Taobao Live and TikTok Shop have markedly altered consumer interaction. This transition is further expedited by Netflix-like entertainment marketing methods, which have demonstrated the capacity to enhance consumer retention by as much as 40%. As organizations adjust to this evolving landscape, it is essential to optimize supply chain strategies to align with these dynamic, consumer-centric environments. This paper examines the complexity of decision-making in live e-commerce supply chains, specifically regarding Netflix-inspired marketing strategies. The primary aim of this study is to design a game-theoretic framework that examines the interactions between producers and online celebrity retailers (OCRs) across different power dynamics. As live commerce integrates digital retail with immersive experiences, businesses must optimize pricing, quality, and marketing strategies in real-time. We present engagement-driven marketing as a strategic variable and incorporate consumer regret and switching costs into the demand function. To illustrate practical trade-offs in strategy, we incorporate a multi-criteria decision-making (MCDM) layer with AHP-TOPSIS, assessing profit, consumer surplus, engagement score, and channel efficiency. The experiment results indicate that Netflix-style marketing markedly increases demand and profit in retailer-led frameworks, whereas centralized tactics enhance overall channel performance. TOPSIS analysis prioritizes high-effort, high-engagement methods, whereas the Stackelberg experiment underscores the influence of power dynamics on profit distribution. This study presents an innovative integrative decision-making methodology for enhancing live-streaming commerce tactics in data-driven and consumer-focused markets. Full article

This study synthesizes the rapidly expanding evidence on how digital technologies reshape international trade, with a particular focus on small and medium-sized enterprises (SMEs). Guided by two research questions—(RQ1) How do digital tools influence the volume and composition of cross-border trade? and (RQ2) How do these effects vary by countries’ development level and firm size?—we conducted a PRISMA-compliant systematic literature review covering 2010–2024. Searches across eight major databases yielded 1857 records; after duplicate removal, title/abstract screening, full-text assessment, and Mixed Methods Appraisal Tool (MMAT 2018) quality checks, 86 peer-reviewed English-language studies were retained. Findings reveal three dominant technology clusters: (1) e-commerce platforms and cloud services, (2) IoT-enabled supply chain solutions, and (3) emerging AI analytics. E-commerce and cloud adoption consistently raise export intensity—doubling it for digitally mature SMEs—while AI applications are the fastest-growing research strand, particularly in East Asia and Northern Europe. However, benefits are uneven: firms in low-infrastructure settings face higher fixed digital costs, and cybersecurity and regulatory fragmentation remain pervasive obstacles. By integrating trade economics with development and SME internationalization studies, this review offers the first holistic framework that links national digital infrastructure and policy support to firm-level export performance. It shows that the trade-enhancing effects of digitalization are contingent on robust broadband penetration, affordable cloud access, and harmonized data-governance regimes. Policymakers should, therefore, prioritize inclusive digital-readiness programs, while business leaders should invest in complementary capabilities—data analytics, cyber-risk management, and cross-border e-logistics—to fully capture digital trade gains. This balanced perspective advances theory and practice on building resilient, equitable digital trade ecosystems. Full article

As environmental issues become increasingly prominent, the sustainable practices of enterprises, especially measures at the product level, have garnered widespread attention from scholars. Although numerous studies have explored suppliers’ sales strategies for green products, they often overlook the scenario where suppliers simultaneously sell both green and non-green products.This study focuses on the sales mode selection strategies of suppliers when providing green and non-green products through e-commerce platforms. Utilizing a game model, we analyze the equilibrium strategies between suppliers and e-commerce platforms, and conduct sensitivity analyses to evaluate the impact of key parameters on decision-making. The results reveal that there are significant differences in the strategic preferences of suppliers and e-commerce platforms. However, when commission rates are moderate and green products incur high production costs, these preferences tend to align, leading to Pareto optimal outcomes. Additionally, our findings demonstrate that adopting differentiated sales modes for the two product types can effectively mitigate the problem of double marginalization, thereby enhancing the efficiencyof supply chains. These insights provide valuable guidance for e-commerce platform managers and suppliers in making decisions on sales models for managing multiple types of products. Full article

In the context of global e-commerce platform supply chains dominated by Alibaba and Amazon, power reconfiguration among tripartite stakeholders (platforms, manufacturers, and retailers) remains a critical yet underexplored issue in supply chain contract design. To analyze the strategic interactions between platforms, manufacturers, and retailers, as well as how platforms select the contract format within a tripartite supply chain, this study proposes a Stackelberg game-theoretic framework incorporating participation constraints to compare fixed-fee and revenue-sharing contracts. The results demonstrate that revenue-sharing contracts significantly enhance supply chain efficiency by aligning incentives across members, leading to improved pricing and sales outcomes. However, this coordination benefit comes with reduced platform dominance, as revenue-sharing inherently redistributes power toward upstream and downstream partners. The analysis reveals a nuanced contract selection framework: given the revenue sharing rate, as the additional value increases, the optimal contract shifts from the mode RR to the mode RF, and ultimately to the mode FF. Notably, manufacturers and retailers exhibit a consistent preference for revenue-sharing contracts due to their favorable profit alignment properties, regardless of the platform’s value proposition. These findings may contribute to platform operations theory by (1) proposing a dynamic participation framework for contract analysis, (2) exploring value-based thresholds for contract transitions, and (3) examining the power-balancing effects of alternative contract formats. This study offers actionable insights for platform operators seeking to balance control and cooperation in their supply chain relationships, while providing manufacturers and retailers with strategic guidance for contract negotiations in platform-mediated markets. These findings are especially relevant for large e-commerce platforms and their partners managing the complexities of contemporary digital supply chains. Full article

Trade-in programs have become a vital mechanism for promoting sustainable consumption and reducing negative impacts on the environment, gaining substantial support from branders, e-platforms, and consumers in recent years. Concurrently, the emergence of professional recyclers has provided firms with viable alternatives for the outsourcing of recycling processes. To investigate the optimal leadership and recycling model with respect to trade-in operations, this study examines the strategy selection in a platform-based supply chain under a resale model. A two-period game-theoretic framework is developed, encompassing four models: self-recycling and outsourcing models under the leadership of the brander or platform. The main findings are as follows: (1) In markets characterized by a low consumer price sensitivity, both branders and platforms tend to choose the self-recycling model to capture the closed-loop value. In contrast, in highly price-sensitive markets, both parties exhibit a preference for “free-riding” strategies. (2) Once the recycling leader is determined, adopting a self-recycling model can lead to a relative win–win outcome in high price sensitivity contexts. (3) With a short product iteration cycle, both the brander and platform should strategically lower their prices in the first period, sacrificing short-term profits to enhance trade-in incentives and maximize long-term gains. (4) When the brander leads the recycling process, they should consider reusing the resources derived from old products; however, in platform-led models, the brander can only consider reusing the recycled resources in a low price sensitivity market. This study provides strategic insights for the sustainable development of the supply chain through the analysis of a game between a brander and an e-commerce platform, enriching the literature on CLSCs through integrating trade-in leadership selection and the choice to outsource, offering theoretical support for dynamic pricing strategies over multi-period product lifecycles. Full article

This research explores how artificial intelligence (AI) can be leveraged to optimize packaging design, reduce operational costs, and enhance sustainability in e-commerce. As packaging waste and shipping inefficiencies grow alongside global online retail demand, traditional methods for determining box size, material use, and logistics planning have become economically and environmentally inadequate. Using a three-phase framework, this study integrates data-driven diagnostics, AI modeling, and real-world validation. In the first phase, a systematic analysis of current packaging inefficiencies was conducted through secondary data, benchmarking, and cost modeling. Findings revealed significant waste caused by over-packaging, suboptimal box-sizing, and poor alignment between product characteristics and logistics strategy. In the second phase, a random forest (RF) machine learning model was developed to predict optimal packaging configurations using key product features: weight, volume, and fragility. This model was supported by AI simulation tools that enabled virtual testing of material performance, space efficiency, and damage risk. Results demonstrated measurable improvements in packaging optimization, cost reduction, and emission mitigation. The third phase validated the AI framework using practical case studies—ranging from a college textbook to a fragile kitchen dish set and a high-volume children’s bicycle. The model successfully recommended right-sized packaging for each product, resulting in reduced material usage, improved shipping density, and enhanced protection. Simulated cost-saving scenarios further confirmed that smart packaging and AI-generated configurations can drive efficiency. The research concludes that AI-based packaging systems offer substantial strategic value, including cost savings, environmental benefits, and alignment with regulatory and consumer expectations—providing scalable, data-driven solutions for e-commerce enterprises such as Amazon and others. Full article

China’s National Famous, Special, Excellent, and New Agricultural Products are key rural economic assets, yet their spatial patterns and sustainability drivers remain underexplored. Based on the geospatial data of 1932 National Famous, Special, Excellent and New Agricultural Products in China, this study systematically analyzes their spatial distribution pattern by using GIS spatial analysis techniques, including the standard deviation ellipse, kernel density estimation, geographic concentration index and Lorenz curve, and quantitatively explores the driving factors of sustainable development by using geographic detectors. The research results of this paper are as follows. (1) The spatial distribution shows a significant non-equilibrium characteristic of “high-density concentration in the central and eastern part of the country and low-density sparseness in the western part of the country” and the geographic concentration index (G = 22.95) and the standard deviation ellipse indicate that the center of gravity of the distribution is located in the North China Plain (115° E–35° N), and the main direction extends along the longitude of 110° E–120° E. (2) Driving factor analysis showed that railroad mileage (X10) (q = 0.5028, p = 0.0025 < 0.01), highway mileage (X11) (q = 0.4633, p = 0.0158 < 0.05), and population size (X3) (q = 0.4469, p = 0.0202 < 0.05) are the core drivers. (3) Three-dimensional kernel density mapping reveals that the eastern coast and central plains (kernel density > 0.08) form high-density clusters due to the advantages of the transportation network and market, while the western part shows a gradient decline due to the limitation of topography and transportation conditions. The study suggests that the sustainable development of National Famous, Special, Excellent, and New Agricultural Products should be promoted by strengthening transportation and digital logistics systems, enhancing cold-chain distribution for perishable goods, tailoring regional branding strategies, and improving synergy among local governments, thereby providing actionable guidance for policymakers and producers to increase market competitiveness and income stability. The study provides a quantitative, policy-oriented assessment of China’s branded agricultural resource allocation and its sustainability drivers, offering specific recommendations to guide infrastructure investment, e-commerce logistics enhancement, and targeted subsidy design for balanced regional development. The study highlights three key contributions: (1) an innovative integration of geospatial analytics and geographical detectors to reveal spatial patterns; (2) clear empirical evidence for policymakers to prioritize transport and digital logistics investments; and (3) practical guidance for producers and brand managers to enhance product market reach, optimize supply chains, and strengthen regional competitiveness in line with sustainable development goals. Full article

Agroecology has traditionally been implemented using conventional methods. However, the integration of precision equipment, advanced methodologies, and digital technologies (DT) is now essential for transitioning to a more modern and efficient approach. While agroecological principles remain fundamental for planning and managing sustainable food systems by optimizing natural resources, technological tools can significantly support their implementation and adoption by farmers. This transition, however, must also consider socioeconomic factors and policy frameworks to ensure that technological advancements lead to meaningful improvements in farms and agroecosystems. Across both industrialized and emerging economies, various initiatives, such as precision agriculture, digital platforms, and e-commerce, are driving the digitalization of agroecology. These innovations offer clear benefits, including enhanced knowledge generation and direct improvements to the food supply chain; however, several barriers remain, including limited understanding of digital tools, high-energy demands, insufficient financial resources, economical constrains, weak policy support, lack of infrastructure, low digital learning by framers, etc. to facilitate the transition. This review looks for the understanding of how digitalization can align or conflict with local agroecological dynamics across distinct political frameworks and reality contexts because the information about DT adoption in agroecological practices is limited and it remains unclear if digital agriculture for scaling agroecology can considerably change power dynamics within the productive systems in regions of Europe and Latin America. In South America, among countries like Ecuador, with strong potential for agroecological development, where 60% of farms are less than 1 ha, and where farmers have expressed interest in agroecological practices, 80% have reported lacking sufficient information to make the transition to digitalization, making slow the adoption progress of these DT. While agroecology is gaining global recognition, its modernization through DT requires further research in technical, social, economic, cultural, and political dimensions to more guide the adoption of DT in agroecology with more certainty. Full article

Automation technologies play a pivotal role in optimizing logistics operations within warehouse facilities. Retail companies invest in these technologies to maintain pace with the customers demands by increasing their production capacity while reducing their financial expenses. In this paper, we conduct a study on warehouse automation in the European e-commerce sector by analyzing historical data from three fulfillment centers. Accordingly, we explore diverse data science approaches applied to trained machine learning models to determine the automatons that have the greatest impact on financial costs. The purpose is to support supply chain managers in identifying the most profitable logistics automatons that merit consideration in future automation projects. The study offers a comprehensive analysis that encourages e-commerce companies to invest in tailored automation for future warehouse installations. Full article

With the rapid development of e-commerce and globalization, logistics distribution systems have become integral to modern economies, directly impacting transportation efficiency, resource utilization, and supply chain flexibility. However, solving the Vehicle and Multi-Drone Cooperative Delivery Problem with Delivery Restrictions is challenging due to complex constraints, including limited payloads, short endurance, regional restrictions, and multi-objective optimization. Traditional optimization methods, particularly genetic algorithms, struggle to address these complexities, often relying on static rules or single-objective optimization that fails to balance exploration and exploitation, resulting in local optima and slow convergence. The concept of symmetry plays a crucial role in optimizing the scheduling process, as many logistics problems inherently possess symmetrical properties. By exploiting these symmetries, we can reduce the problem’s complexity and improve solution efficiency. This study proposes a novel and scalable scheduling approach to address the Vehicle and Multi-Drone Cooperative Delivery Problem with Delivery Restrictions, tackling its high complexity, constraint handling, and real-world applicability. Specifically, we propose a logistics scheduling method called Loegised, which integrates large language models with genetic algorithms while incorporating symmetry principles to enhance the optimization process. Loegised includes three innovative modules: a cognitive initialization module to accelerate convergence by generating high-quality initial solutions, a dynamic operator parameter adjustment module to optimize crossover and mutation rates in real-time for better global search, and a local optimum escape mechanism to prevent stagnation and improve solution diversity. The experimental results on benchmark datasets show that Loegised achieves an average delivery time of 14.80, significantly outperforming six state-of-the-art baseline methods, with improvements confirmed by Wilcoxon signed-rank tests ($p<0.001$). In large-scale scenarios, Loegised reduces delivery time by over 20% compared to conventional methods, demonstrating strong scalability and practical applicability. These findings validate the effectiveness and real-world potential of symmetry-enhanced, language model-guided optimization for advanced logistics scheduling. Full article

This study examines how a low-carbon manufacturer strategically adopts blockchain technology and selects sales modes with a dual-purpose e-commerce platform that focuses on both profit and consumer surplus. We develop six game-theoretic models by combining three sales modes (agency, reselling, and dual modes) with two blockchain scenarios (adoption vs. non-adoption). Using backward induction, we derive equilibrium strategies for supply chain members and analyze the impacts of key parameters. Building on these analyses, we further investigate the joint decision-making of blockchain adoption and sales mode selection, exploring how the platform’s consumer surplus concern influences manufacturer decisions, and evaluating the economic value created by blockchain under alternative sales modes, ultimately leading to three key findings: (1) The agency mode is generally preferred in most cases, especially when the platform has a moderate level of concern for consumer surplus. Blockchain adoption is only recommended when its unit operational cost is below certain thresholds, and it can significantly impact the choice between agency and dual modes based on the platform’s consumer surplus concern. (2) Platform’s degree of consumer surplus concern exerts a negligible effect on manufacturer’s sales mode selection without blockchain, but it becomes crucial and can trigger a shift to the dual mode when blockchain is adopted. (3) Blockchain generates the greatest economic value for the manufacturer under the dual mode, regardless of cost thresholds. For platforms, the optimal strategy depends on blockchain’s unit operational cost, with the reselling mode being optimal for low cost and the agency mode preferred for higher cost. Full article

This study investigates the quality information disclosure and blockchain technology adoption strategies of suppliers on a third-party e-commerce platform. Based on a Stackelberg game model, the impacts of blockchain technology adoption on the quality information disclosure decision and profit of the third-party e-commerce platform and suppliers are explored. The results indicate that whether blockchain adoption benefits suppliers depends on the unit blockchain cost and the reliability of quality information. Counterintuitively, higher information reliability may disadvantage suppliers under certain conditions. With the increase in unit blockchain cost, the incentive of suppliers to adopt blockchain is weakened, and suppliers need to adjust their strategies of quality information disclosure according to the adoption situation and the cost of blockchain. Adopting blockchain technology may be unfavorable to the suppliers but beneficial to the third-party e-commerce platform; the platform can incentivize suppliers to adopt blockchain and achieve a win-win situation. These findings provide some valuable managerial implications for the quality information disclosure decision of suppliers and blockchain adoption in the e-commerce platform supply chain. Full article

(1) Background: With the deep integration of e-commerce and video technology, live-streaming marketing has emerged globally and maintained rapid growth. However, most of the current research on live-streaming e-commerce marketing focuses on merchants’ sales strategies and consumers’ purchase intentions, and there is relatively little research related to the risks of live-streaming e-commerce marketing. Nevertheless, with the development of live-streaming e-commerce marketing and its integration with technologies such as artificial intelligence and virtual reality (VR), live-streaming e-commerce marketing still faces challenges such as unclear subject responsibility, difficulty in verifying the authenticity of marketing information, and uneven product quality. It also harbors problems such as the ethical misbehavior of AI anchors and the excessive beautification of products by VR technology. (2) Methods: This study systematically analyzes the scenarios of live-streaming marketing to elucidate the mechanisms of risk formation. Utilizing fault tree analysis (FTA) and risk checklist methods, risks are identified based on the three core elements of live-streaming marketing: “people–products–scenes”. Subsequently, the Delphi method is employed to refine the initial risk indicator system, resulting in the construction of a comprehensive risk indicator system comprising three first-level indicators, six second-level indicators, and 16 third-level indicators. A hesitant fuzzy multi-attribute group decision-making method (HFMGDM) is then applied to calculate the weights of the risk indicators and comprehensively assess the live-streaming marketing risks in live broadcast rooms of three prominent celebrity anchors in China. Furthermore, a detailed analysis is conducted on the risks associated with the six secondary indicators. Based on the risk evaluation results, targeted recommendations are proposed. This study aims to enhance consumers’ awareness of risk prevention when conducting live-streaming transactions and pay attention to related risks, thereby safeguarding consumer rights and fostering the healthy and sustainable development of the live-streaming marketing industry. (3) Conclusions: The results show that the top five risk indicators in terms of weight ranking are: Ethical Risk of the AI Anchor (A4), VR Technology Promotion Risk (F3), Anchor Reputation (A1), Product Quality (D1), and Logistics Distribution Service Quality (D2). The comprehensive live-streaming marketing risk of each live broadcast room is Y > L > D. Based on the analysis results, targeted recommendations are provided for anchors, MCN institutions, merchants, supply chains, and live-streaming platforms to improve consumer satisfaction and promote sustainable development of the live-streaming marketing industry. Full article

The rise of platform competition, driven by the rapid emergence of new e-commerce platforms, has fundamentally reshaped traditional supply chain structures. Under platform encroachment, the manufacturer faces the critical challenge of optimizing their channel strategies to expand market demand and increase profit. To address this, this paper develops a game model considering a manufacturer, a retailer, and two e-commerce platforms (an incumbent and an entrant). The model examines three channel strategies: the single-platform strategy, the synchronous channel strategy, and the reset channel strategy. This paper analyzes how the platform service differentiation and the unit channel setup cost of the manufacturer under the reset channel strategy influence pricing decisions and the manufacturer’s channel strategy. The findings indicate that the synchronous channel strategy yields a higher product price than the reset channel strategy while maximizing dual-platform demand when the extent of platform service differentiation is moderate and the unit channel setup cost is low. Under these conditions, the synchronous and reset channel strategies yield higher expected profits for the manufacturer and retailer than the single-platform strategy. Moreover, the best option for the manufacturer is the synchronous channel strategy when the extent of platform service differentiation is moderate and the unit channel setup cost is relatively high, which achieves a Pareto improvement for all participants. However, the reset channel strategy benefits the entrant platform when the unit channel setup cost is low. The study provides a theoretical foundation for the manufacturers to optimize their channel configurations and effectively adapt to platform competition. Full article

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. Full article