Comparative Analysis of E-commerce Fresh Food Supply Chains in China and the United States

The fast growth of e-commerce has ultimately brought about a transformation in the structure and the mode of operations of fresh food supply chains. Being two of the largest e-commerce markets globally, China and the United States have followed two distinct paths that are a result of their institutional settings and the way functions of the market operate. In China, business models such as “community group buying,” direct-to-consumer procurement, and forward distribution centres show the importance of flexibility - that is, the ability to reshape the allocation of resources on demand in times of unstable and uncertain conditions. Although the industry suffers from a highly fractured situation, with a difference of cold chain coverage between the urban and rural areas and with inconsistent regulatory measures, the fact is that the sector remains very competitive. While the US, on the other hand, has a national cold chain network, which is supported by strict laws and regulations that guarantee consistency and stability, therefore, loss rates during transport and storage remain low. Yet this model is constrained by high operational costs and faces mounting pressure to transition towards sustainability. Employing a comparative analysis and case study approach, this paper identifies the complementary advantages of the two systems and proposes optimization strategies in four dimensions: balanced cold chain development, digitalization and traceability governance, collaborative contract mechanisms, and green transformation. The findings provide both theoretical insights and practical implications for multinational enterprises engaged in global supply chain management.