Innovation in retail channels based on digital technology is exerting a significant impact on the business models of agricultural enterprises，with live-streaming sales increasingly being adopted. The impact of live-streaming sales on the operating revenue of agricultural enterprises is a topic worthy of study.Using survey data from 258 tea enterprises collected via the National Tea Industry Full-Industry Chain Big Data Center platform，this paper empirically analyzes the effects，heterogeneity，and mechanisms of live-streaming sales on the operating revenue of tea enterprises.The study finds that engaging in live-streaming sales promotes the growth of tea enterprises’ operating revenue.Moreover，the impact of live-streaming sales on revenue varies across different business models，operation scales，stages of live-streaming investment，live-streaming operation modes，marketing strategies，and regions.In addition， live-streaming sales can improve operating revenue by raising product prices，with brand promotion and brand innovation playing positive moderating roles in this process.Based on these findings，targeted recommendations are proposed，including strengthening policy support for the tea industry，enhancing new infrastructure for tea business entities，increasing efforts in talent cultivation，and reinforcing the integration of online and offline channels.