<p>Live streaming has emerged as a significant sales channel for agricultural products. Considering the unique attributes of live streaming in the agricultural sector, this study investigates the impact of three less explored design factors on agricultural product sales which are product distance, scene type, and streamer type. Drawing on consumer situation theory, these design factors are further categorized into physical environmental factors (product distance and scene type) and social environmental factors (streamer type). To test our hypotheses, we conducted an analysis of a dataset derived from agricultural product live streaming on the Douyin platform in China. The results reveal that all three environmental factors have a significant impact on agricultural product sales. Furthermore, a dominant analysis was performed to compare the relative influence of these factors on sales. The findings indicate that product distance has the most significant impact, followed by scene type and streamer type. These findings have important theoretical and practical implications, which are also discussed in this study.</p>