Challenges and Countermeasures for Rural E-commerce Development in China under the Rural Revitalization Strategy

Under the background of the Rural Revitalization Strategy, rural e-commerce has become an important engine for advancing agricultural and rural modernization. This paper systematically summarizes the notable progress achieved in the development of rural e-commerce in China, particularly in terms of policy support, infrastructure, market scale, and participating entities. It also deeply analyzes the challenges it faces, such as regional imbalance in infrastructure, a shortage of professional talents, the incomplete quality system for agricultural products, and insufficient supply chain resilience. Based on these findings, this paper proposes targeted countermeasures from four dimensions: improving infrastructure, strengthening the cultivation of professional talents, improving quality and safety systems, and optimizing the supply chain. These countermeasures aim to provide theoretical references and practical paths for promoting the high-quality development of rural e-commerce in China and comprehensively supporting rural revitalization.