To tackle the problems of questioning the authenticity of products faced in e-commerce live streaming and the low data integrity in the process of product transactions, the concept of traceability and a product authentication scheme that integrates blockchain technology and traceability are proposed. The proposed scheme deploys the product authentication strategy on the Ethereum blockchain in the form of a smart contract and calls the product authentication method on the traceability body by executing the smart contract to realize the authentication of product quality. A combination of on-chain and off-chain is used to store private information to guarantee information integrity. Security analysis results show that the proposed scheme can make the risk of information leakage lower and data security higher under the premise of achieving product certification. A system simulation experiment shows that the solution can meet product certification requirements and have a favorable impact on the live commerce industry.