Rural E-commerce Platform and Operation

Wenli Li () and Ying Li ()
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Wenli Li: Dalian University of Technology
Ying Li: Dalian University of Technology, School of Economics and Management

Chapter 44 in Handbook of E-commerce in China, 2025, pp 901-930 from Springer

Abstract: Abstract The e-commerce of agricultural products is a development trend, focusing on word-of-mouth quality and market analysis. Rural e-commerce has developed rapidly in the context of rural revitalization, serving the “three rural issues” and helping farmers increase their income. Online stores selling agricultural products are low-cost, flexible, and profitable, and need to be well operated. In recent years, the “short video + live broadcast” model has emerged, and the government and enterprises have jointly promoted it, injecting new impetus into rural e-commerce.

Keywords: E-commerce of agricultural products; Comprehensive rural e-commerce platform; Online store opening and promotion; Short video operation (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-981-96-7629-3_44

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