Live streaming has revolutionized e-commerce by creating a dynamic, interactive platform that merges entertainment, social interaction, and immediate purchasing. This study examines the factors influencing live streaming sales and audience retention, focusing on retention rates, sales volume, audience flow, and optimal streaming times. Data from TikTok were analyzed to identify key success determinants. The regression model identified views, duration, followers, live plaza participation, and recommendations as critical variables. Trust and interactivity significantly enhanced purchase intentions. Views and recommendations had the most substantial impact, while live plaza participation slightly negatively impacted sales. Retention rate analysis revealed peak engagement times in the early mornings (5–7 AM) and evenings (6–9 PM), aligning with higher weekend sales volumes. This suggests optimal scheduling during these times maximizes retention and sales. Maintaining a steady audience flow and leveraging real-time interactions were crucial for enhancing the shopping experience. This research provides actionable insights for businesses to optimize live streaming strategies, enhance engagement, and boost sales, aiding navigation of the evolving live streaming commerce landscape.