This paper takes JD E-commerce and Oriental Selection as the case study objects representing traditional e-commerce and new live-streaming e-commerce respectively. Through comparative analysis, the study finds the following results: In terms of financing risk, the proportion of long-term debt of JD E-commerce, a traditional e-commerce enterprise, is much higher than that of Oriental Selection, a new live-streaming e-commerce enterprise, indicating that JD E-commerce's long-term solvency is weaker than that of Oriental Selection. However, the new e-commerce enterprise has a high proportion of short-term liabilities, limited financing capacity and channels, resulting in relatively high short-term liquidity risk. In terms of investment risk, the investment return of traditional e-commerce is relatively stable but at a low level, while the investment return rate of new e-commerce is significantly higher than that of traditional e-commerce. Nevertheless, the business of new e-commerce is highly dependent on platforms and online celebrities with large followings, leading to weak sustainability of profitability. In terms of operation, JD E-commerce, as a traditional e-commerce enterprise, has a well-developed logistics and warehousing management system, resulting in a high operational turnover rate and a low product damage rate. In contrast, Oriental Selection, the new e-commerce enterprise, has a relatively low turnover rate and a high damage rate, and thus needs to further enhance its operational capabilities.

Sunjin Zhang. Comparative Analysis of Financial Risks between Traditional E-Commerce and New Live-Streaming E-Commerce. Academic Journal of Business & Management (2025), Vol. 7, Issue 9: 29-34. https://doi.org/10.25236/AJBM.2025.070905.

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