A Concise Review of Fresh E-Commerce Supply Chains: Pricing Coordination and Live-Streaming Commerce

Kezhi Mao

doi:10.62051/ijsspa.v10n6.17

Authors

Kezhi Mao School of Economics and Management, Chongqing Jiaotong University, Chongqing 400074, China

DOI:

https://doi.org/10.62051/ijsspa.v10n6.17

Keywords:

Fresh E-commerce, Fresh Agricultural Products, Supply Chain Coordination, Pricing Strategy, Live-streaming Commerce, Supply Chain Resilience

Abstract

Fresh e-commerce has become an important channel for the circulation of fresh agricultural products, supported by digital platforms, mobile consumption, and the development of cold-chain logistics. Because fresh products are perishable, non-standardized, and sensitive to time and temperature, fresh e-commerce supply chains face persistent challenges related to pricing, freshness preservation, logistics costs, product quality, and consumer trust. This review synthesizes recent studies on two main research streams: pricing and coordination strategies in fresh e-commerce supply chains, and live-streaming e-commerce for fresh agricultural products. Existing research shows that freshness-keeping efficiency, information sharing, return policies, government subsidies, and cost-sharing contracts significantly affect supply chain performance. In live-streaming contexts, product quality, perceived value, interaction, platform reputation, and seller credibility shape consumer purchase intention. Future studies should develop dynamic decision models, strengthen research on supply chain resilience, improve trust and quality-governance mechanisms, and examine the integration of artificial intelligence, Internet of Things technologies, blockchain, and supply chain finance.

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