随着农村电商生态持续完善，其发展格局呈现多元化特征，涵盖以短视频平台、社区团购为代表的销售渠道，以及合作社直供、加工企业联动的供应链整合模式。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国农村电商行业发展状况与消费行为调查数据》数据显示，在销售渠道方面，抖音网店以29.79%占比成为农村经营者首选平台，说明农村电商行业比较依赖于抖音网店。食品生鲜类商品以超五成占比主导销售结构，本地采购供应链模式占比达53.72%，说明农村电商行业倾向于自产自销。然而53.19%的经营者面临客户拓展难题，物流信息滞后、配送成本高成为主要运营障碍。
消费者端数据显示，智能手机以66.90%占比成为主要上网设备，淘宝与拼多多构成双强格局，51-100元中等价位商品占据45.92%市场份额，社交电商以54.08%偏好度领跑消费模式。说明消费者倾向于用手机在淘宝等APP上消费，消费主要集中在中低端价格的产品，并且喜欢与人分享消费经历。艾媒咨询分析师认为，需通过行业协会引导优化供应链协作，强化冷链物流基建以降低损耗成本，同时建立区域电商培训体系提升运营能力，借助内容电商模式激活下沉市场消费潜力。(《艾媒咨询 | 2025年中国农村电商行业发展状况与消费行为调查数据》完整高清PDF版共39页，可点击文章底部报告下载按钮进行报告下载）
With the continuous improvement of rural e-commerce ecology, its development pattern shows diversified characteristics, including sales channels represented by short video platforms and community group buying, as well as the supply chain integration model of direct supply by cooperatives and linkage of processing enterprises. According to the latest "Survey data of development status and consumer behavior of China's rural e-commerce industry in 2025" released by iiMedia Research, the world's leading third-party data mining and analysis institution of new economy industry, in terms of sales channels, Tiktok online store has become the preferred platform for rural operators with 29.79%. It shows that the rural e-commerce industry is more dependent on the Tiktok online store. Fresh food products accounted for more than 50% of the dominant sales structure, and the local procurement supply chain model accounted for 53.72%, indicating that the rural e-commerce industry tends to produce and sell by itself. However, 53.19% of operators face the problem of customer expansion, logistics information lag, high distribution costs become the main operational obstacles.
Consumer data show that smart phones accounted for 66.90% of the main Internet equipment, Taobao and Pinduoduo formed a dual strong pattern, 51-100 yuan medium-price goods accounted for 45.92% of the market share, social e-commerce with 54.08% preference leading the consumption mode. This shows that consumers tend to use mobile phones to consume on Taobao and other apps, and their consumption is mainly concentrated in the middle and low price products, and they like to share their consumption experience with others.iiMedia Research believe that it is necessary to optimize supply chain collaboration through industry associations, strengthen cold chain logistics infrastructure to reduce loss costs, and establish regional e-commerce training systems to enhance operational capabilities, and activate the consumption potential of sinking markets with the help of content e-commerce models. (“iiMedia Report | Survey data of development status and consumer behavior of China's rural e-commerce industry in 2025” full version has 39 pages, please click the download button at the bottom of the article to download the report)
2018-2024年中国农村网络销售额同比增速变化
数据显示，在2018-2024年中国农村网络销售额同比增速变化中，2018年的同比增速最快，说明中国农村的网络销售额在这一年有较大增长，中国农村的电商行业在这一年有较快的发展，2019年依然保持19.1%的较高增速，随后的2020年到2024年的增速有起有落，但总体稳定，说明中国农村的电商行业在这几年逐渐变得成熟，发展趋于平稳。
2025年中国农村电商经营者销售商品常用平台
数据显示，在2025年中国农村电商经营者销售商品常用平台中，抖音网店以29.79%的占比位居首位，显示出其在农村电商市场的强劲影响力。紧随其后的是淘宝，占比为25.00%。拼多多的占比为24.73%，快手网店和京东的占比均为24.20%。小红书、社区团购、每日优鲜和天猫占比均为23.14%。唯品会和苏宁易购的占比均为20.74%。微信视频号的占比最低，为19.95%。
2025年中国农村电商经营者销售商品类型
数据显示，在2025年中国农村电商经营者销售商品类型中，食品生鲜类商品占比最高，达到50.53%，显示出农村电商在食品生鲜领域的强劲需求。日用百货类商品占比也较高，为41.76%，说明农村居民对日常生活用品的需求同样旺盛。家用电器和工农生产用具的占比接近，分别为39.10%和38.83%，显示出农村电商在满足农村居民生活和生产需求方面发挥着重要作用。衣服、鞋帽等商品占比为27.39%，相对较低。手工业商品占比最低，为23.94%。
2025年中国农村电商消费者购买农产品时所看重因素
数据显示，在2025年中国农村电商消费者购买农产品时，产地因素占比最高，达到42.42%。质量因素以38.64%的占比紧随其后，显示消费者对农产品的质量要求较高。其次是品牌和包装因素，分别占比35.00%和33.64%。其他因素的占比均低于30%，其中促销活动因素的占比最低，为6.67%。
2025年中国农村电商消费者认为有效促进农村电商发展措施
数据显示，行业协会提供更多指导和信息的措施占比最高，为34.24%，其次是规范电商市场营造良好经营环境，占比34.09%，两者均超过三分之一。扶持农业类企业提供更多产品占比33.18%，位列第三。加强技术和管理人员培训、提供优质电商运营场地、政府部门的政策和资金扶持和加强农村网络基础建设的占比均超过30%，表明这些措施被普遍认为有效。引进青年人才占比最低，为28.79%。