Study on Development Strategies of Fresh Agricultural Products E-commerce in China

  •  Xiaodong Liu    
  •  John Walsh    


With the improvement of living standards in China and greater interest in health and nutrition, fresh agricultural products have become the fourth largest category of products sold online in the country after books, electronic products and clothing. They are characterized by high purchase frequency and high profitability. In recent years, e-commerce websites for fresh agricultural products in China have grown rapidly but many of them are difficult to use. Based on the examples of fresh agricultural products e-commerce development in developed countries, this paper analyzes the development problems of the sector in China and puts forward four suggestions: strengthening the construction of agricultural informatization; improving the legislative mechanism of supervision; establishing specialized e-commerce websites for fresh agricultural products and strengthening personnel training.

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