The prosperity of the platform economy has facilitated online sales. This study investigates the influential factors of online sales across the online-to-offline (O2O) on-demand and traditional business-to-consumer (B2C) platforms. Our empirical evidence is based on data with a large sample size on two of the largest e-commerce platforms in China: an O2O on-demand platform and a traditional B2C platform. We find that the influencing mechanism and magnitude of the various factors are different between the O2O and B2C platforms. In detail, product rating and market share positively affect online sales, and the relative magnitude of market share impact is higher for the B2C platform than for the O2O platform. Clickstream positively affects online sales. Both the short- and long-term magnitude of impact are higher for the O2O platform than for the B2C platform. The long-term impact of clickstream in the O2O platform is higher than that in the short term. In addition, a price increase negatively affects online sales, especially for the O2O platforms. Our findings offer insights for various platforms to implement appropriate marketing strategies and post effective information to attract consumers and increase online sales.

In the supply chain finance (SCF) system composed of a capital-constrained retailer, a manufacturer and a commercial bank, we design two different limited financing modes, namely, a financing mode based on order and on the capital-gap. Considering the retailer's capital constraint and bankruptcy risk, we formulate a Stackelberg game in which the manufacturer acts as the leader and analyze the optimal decisions for each participant. Finally, we conduct numerical examples and make comparative analyses between these two different financing modes in terms of optimal ordering and pricing decisions, as well as optimal expected profits. It is concluded that the optimal expected profit of SCF under either financing mode would be higher than that in the case of no capital constraint or capital-constrained without financing. Moreover, the financing mode based on order would encourage the manufacturer to earn more and the financing mode based on capital-gap would be more favorable to the retailer.