Analysis of the Current Situation, Influential Factors, and Countermeasures of Rural E-commerce Development

The development of rural e-commerce is becoming an important driver for the transformation of China’s rural economy, and with the rapid development of information technology and the upgrading of the agricultural industry, rural e-commerce is showing a vigorous momentum of development. Traditionally, agricultural products are mainly sold through traditional farmers’ markets, which are subjected to geography and channel limitations, resulting in inefficient circulation of agricultural products. This paper analyzes the definition, the status quo, as well as the influencing factors of rural e-commerce development. On this basis, countermeasures for the advancement of rural e-commerce development are put forward.