The Role of E-commerce Livestreaming in Boosting Rural Economic Development under the Background of Rural Revitalization: Models, Challenges, and Countermeasures
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The Role of E-commerce Livestreaming in Boosting Rural Economic Development under the Background of Rural Revitalization: Models, Challenges, and Countermeasures

Borui Zhang 1*
1 Huazhong University of Science and Technology
*Corresponding author: u202316878@hust.edu.cn
Published on 28 October 2025
Journal Cover
AEMPS Vol.233
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-485-4
ISBN (Online): 978-1-80590-486-1
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Abstract

Amidst the rapid development of the global digital economy and the advancement of rural revitalization strategies, this study examines the role of e-commerce livestreaming as an innovative model that integrates digital technology with the rural economy. Using literature review and case analysis methods and drawing on theories from agricultural economics, digital marketing, and rural sociology, the research reveals that in 2023, rural e-commerce livestreaming in China achieved a transaction volume of 586 billion yuan, a year-on-year growth of 65.3%, demonstrating significant advantages in reducing circulation costs, enhancing brand value, and creating employment opportunities. Three main models have emerged—farmer-led, enterprise-led, and government-supported—with practical cases such as Dongfang Zhenxuan and Danling citrus livestreaming validating their effectiveness. However, challenges remain, including insufficient product standardization, a shortage of professional talent (with a gap of 1.2 million people), difficulties in traffic acquisition for small and medium-scale farmers, underdeveloped cold chain logistics (coverage below 35%), inadequate regulation, and intense homogeneous competition. The study concludes by proposing a multi-stakeholder collaborative governance framework involving governments, enterprises, village-level organizations, farmers, and industry associations to promote sustainable development of rural economy and society.

Keywords:

E-commerce Livestreaming, Rural Economic Development, Case Analysis, Rural Revitalization

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Zhang,B. (2025). The Role of E-commerce Livestreaming in Boosting Rural Economic Development under the Background of Rural Revitalization: Models, Challenges, and Countermeasures. Advances in Economics, Management and Political Sciences,233,31-40.

References

[1]. Dou, Q. & Jia, B. (2025).Value Interpretation and Promotion Path of "Short Video + Live Streaming" Assisting Rural Revitalization.  Agricultural Economy, (09), 123-126.

[2]. Wang, J. (2025). Difficulties and Countermeasures Faced by Digital Marketing of Agricultural Product Live E-commerce.  China Agricultural Accounting, 35(16), 112-114.

[3]. Nian, H. & Yang, N. (2025). Research on Development Difficulties and Optimization Paths of Live E-commerce under the Background of Rural Revitalization.  Logistics Technology, 48(16), 37-40.

[4]. Dong, J. & Wang, W. (2025-08-06). In-depth Integration of Digital E-commerce and Live Streaming to Assist Agriculture.  Yantai Daily, 010.

[5]. Zhang, X. Q. & Chen, L. L. (2025). Practical Difficulties and Optimization Suggestions of Live E-commerce Economy Assisting Rural Revitalization.  Agricultural Economy, (08), 138-140.

[6]. Chen, L. L. (2025). Research on Problems and Improvement Strategies of Live E-commerce in Assisting the Development of Rural Characteristic Industries.  Agricultural Science and Technology Innovation, (22), 22-24.

[7]. Li, J. Q., Jiang, C., Liu, H. & Li, X. L. (2025). Analysis of the Impact of Live E-commerce Development on Farmers' Income Increase in Guangxi under the Background of Rural Revitalization.  China Business and Trade, 34(14)32-36.

[8]. Yang, L. L. (2025). Research on Challenges and Paths of Rural Live E-commerce from the Perspective of Rural Revitalization—Taking Qufu City, Shandong Province as an Example.  China Business and Trade, 34(14), 117-120.

[9]. Zhu, Y. C. & Feng, Z. T. (2025). Research on Agricultural Product Marketing Strategies under the Background of E-commerce Live Streaming.  China Business and Trade, 34(14), 121-124.

[10]. Yang, W. H. (2025). Rural E-commerce Empowering Rural Revitalization: Development Status, Practical Difficulties and Development Paths.  International Public Relations, (13), 108-110.

[11]. Wen, Y. Q. (2025). Research on Strategies of Digital Technology Assisting Agricultural Product Live Streaming under the Background of Rural Revitalization.  Shanxi Agricultural Economy, (14)178-180.

[12]. Shi, S. L. (2025). Analysis of the Mechanism of Live E-commerce Empowering Rural Economic Development.  Guangdong Sericulture, 59(07), 100-102.

[13]. Tao, Y. (2025). "Short Video + Live Streaming" Marketing Strategy of Agricultural Products under the Background of Rural Revitalization—Taking Xuyi Crayfish as an Example.  Journal of Anhui Agricultural Sciences, 53(14), 213-216.

[14]. Yan, N. (2025). Research on the Path of E-commerce Empowering Rural Economic Development under the Background of Rural Revitalization.  Rural Economy and Science-Technology, 34(14), 207-209+213.

References

[1]. Dou, Q. & Jia, B. (2025).Value Interpretation and Promotion Path of "Short Video + Live Streaming" Assisting Rural Revitalization.  Agricultural Economy, (09), 123-126.

[2]. Wang, J. (2025). Difficulties and Countermeasures Faced by Digital Marketing of Agricultural Product Live E-commerce.  China Agricultural Accounting, 35(16), 112-114.

[3]. Nian, H. & Yang, N. (2025). Research on Development Difficulties and Optimization Paths of Live E-commerce under the Background of Rural Revitalization.  Logistics Technology, 48(16), 37-40.

[4]. Dong, J. & Wang, W. (2025-08-06). In-depth Integration of Digital E-commerce and Live Streaming to Assist Agriculture.  Yantai Daily, 010.

[5]. Zhang, X. Q. & Chen, L. L. (2025). Practical Difficulties and Optimization Suggestions of Live E-commerce Economy Assisting Rural Revitalization.  Agricultural Economy, (08), 138-140.

[6]. Chen, L. L. (2025). Research on Problems and Improvement Strategies of Live E-commerce in Assisting the Development of Rural Characteristic Industries.  Agricultural Science and Technology Innovation, (22), 22-24.

[7]. Li, J. Q., Jiang, C., Liu, H. & Li, X. L. (2025). Analysis of the Impact of Live E-commerce Development on Farmers' Income Increase in Guangxi under the Background of Rural Revitalization.  China Business and Trade, 34(14)32-36.

[8]. Yang, L. L. (2025). Research on Challenges and Paths of Rural Live E-commerce from the Perspective of Rural Revitalization—Taking Qufu City, Shandong Province as an Example.  China Business and Trade, 34(14), 117-120.

[9]. Zhu, Y. C. & Feng, Z. T. (2025). Research on Agricultural Product Marketing Strategies under the Background of E-commerce Live Streaming.  China Business and Trade, 34(14), 121-124.

[10]. Yang, W. H. (2025). Rural E-commerce Empowering Rural Revitalization: Development Status, Practical Difficulties and Development Paths.  International Public Relations, (13), 108-110.

[11]. Wen, Y. Q. (2025). Research on Strategies of Digital Technology Assisting Agricultural Product Live Streaming under the Background of Rural Revitalization.  Shanxi Agricultural Economy, (14)178-180.

[12]. Shi, S. L. (2025). Analysis of the Mechanism of Live E-commerce Empowering Rural Economic Development.  Guangdong Sericulture, 59(07), 100-102.

[13]. Tao, Y. (2025). "Short Video + Live Streaming" Marketing Strategy of Agricultural Products under the Background of Rural Revitalization—Taking Xuyi Crayfish as an Example.  Journal of Anhui Agricultural Sciences, 53(14), 213-216.

[14]. Yan, N. (2025). Research on the Path of E-commerce Empowering Rural Economic Development under the Background of Rural Revitalization.  Rural Economy and Science-Technology, 34(14), 207-209+213.

Cite this article

Zhang,B. (2025). The Role of E-commerce Livestreaming in Boosting Rural Economic Development under the Background of Rural Revitalization: Models, Challenges, and Countermeasures. Advances in Economics, Management and Political Sciences,233,31-40.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICFTBA 2025 Symposium: Data-Driven Decision Making in Business and Economics

ISBN: 978-1-80590-485-4(Print) / 978-1-80590-486-1(Online)
Editor: Lukášak Varti
Conference website: https://2025.icftba.org/Bratislava.html
Conference date: 12 December 2025
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.233
ISSN: 2754-1169(Print) / 2754-1177(Online)

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