Livestreaming commerce has become a key sales channel, yet streamer communication effectiveness, particularly their spoken content volume across selling steps, remains underexplored. Drawing on social exchange and complexity theory, we argue that multiple interdependent configurations of selling steps can lead to high product sales, consistent with the principle of equifinality. Focusing on snack products, this research examines how content volume allocation across four selling steps—approach, presentation, overcoming objections, and close sales—impacts product sales. Using fuzzy-set qualitative comparative analysis on data from a major snack brand’s livestreams, we identify three configurations associated with high product sales: (1) high content in approach, presentation, and close sales, with low overcoming objections; (2) high content in approach, overcoming objections, and close sales, with low presentation; and (3) high presentation with low approach and close sales (with overcoming objections as peripheral). Conversely, misalignment between approach and close sales, despite high presentation, is linked to low sales. These findings underscore the configurational nature of effective selling: multiple combinations of content volume across the four steps can drive high product sales. Further, the findings reveal that presentation and overcoming objections can substitute for each other, while approach and close sales are complementary. This research advances understanding of streamer communication effectiveness and provides actionable guidance for streamers on structuring scripts to improve sales.