Research on the Development Models and Pathways of Rural E-Commerce under the Rural Revitalization Strategy

This study examines the development models and pathways of rural e-commerce under China’s Rural Revitalization Strategy, highlighting its role in bridging urban-rural disparities and fostering sustainable growth. Through case studies of government-led initiatives, enterprise-driven platforms like Alibaba’s Taobao, and farmer cooperatives, the research identifies distinct advantages and challenges. Government interventions address infrastructure gaps but risk inefficiency, corporate models expand market access yet raise concerns over profit distribution, while cooperatives empower farmers but face capacity constraints. The study proposes four key pathways for sustainable development: infrastructure and digital inclusion, talent cultivation, brand building, and multi-stakeholder collaboration. Examples such as Zhejiang’s Taobao Villages and Shandong’s branded garlic initiative demonstrate how these strategies enhance profitability and inclusivity. The findings underscore the need for context-specific policies, equitable digital inclusion, and institutionalized partnerships to balance rapid digitization with long-term sustainability. This research provides actionable insights for policymakers aiming to leverage rural e-commerce as a transformative tool for rural revitalization, offering lessons applicable to other developing economies.