E-commerce, with its advantages of large development scale, wide coverage, and active innovation and entrepreneurship, has become an important lever to promote the continuous expansion of the consumer market. In the first quarter of this year, the online retail sales in China reached 3624.2 billion yuan, a year-on-year increase of 7.9%. Among them, the online retail sales of physical goods reached 2994.8 billion yuan, a year-on-year increase of 5.7%, accounting for 24.0% of the total retail sales of consumer goods in society. With the development of e-commerce, consumer groups such as the post-2000s, silver haired generation, and rural areas have continued to grow in size, gradually breaking the limitations of distance, geography, and other factors. The shopping scene is constantly innovating, combined with short videos, live streaming, instant delivery, etc., to continuously unleash consumer potential. New forms of employment continue to emerge, and the number of e-commerce practitioners continues to increase. However, the sustained and healthy development of the e-commerce industry also faces problems such as insufficient platform differentiation, uneven product quality, and the need for further improvement in refined operational capabilities. The recently issued "Special Action Plan to Boost Consumption" proposes to deepen the implementation of digital consumption enhancement actions and vigorously cultivate quality e-commerce. This is conducive to improving the overall quality and competitiveness of the e-commerce industry, meeting consumers' demand for high-quality goods and services, and also helping new forms of consumption based on new technologies to reach consumers faster. Vigorously cultivating quality e-commerce requires strengthening policy support and guidance. Relevant departments can explore the introduction of policies and measures to support the development of quality e-commerce, including strengthening business entities, innovation demonstrations, transformation empowerment, factor allocation, and business environment. Improve the quality and service standards in the e-commerce field, and promote e-commerce platforms to establish strict and comprehensive quality control systems. Optimize regulatory methods, use digital technology to implement precise and intelligent supervision, trace the quality of goods throughout the process, urge merchants to take down unqualified products, and improve the quality of e-commerce products from the source. Deeply explore innovative application scenarios. Encourage e-commerce platforms to increase investment in technologies such as artificial intelligence, big data, the Internet of Things, and blockchain through independent research and development, and cooperation with research institutions, in order to improve operational efficiency; Utilizing VR/AR technology to enhance the quality of intelligent recommendations and customer service, and arranging digital live streaming to provide consumers with an immersive shopping experience. In the fields of rural e-commerce, live streaming e-commerce, etc., continuously improve the specialization and comprehensive literacy of talents, and do a good job in connecting personalized consumption needs with high-quality product supply. Persist in building a quality brand. Encourage e-commerce platforms to shift from price competition to differentiated development, cooperate with high-quality brand merchants, and promote the deep integration of the real economy and e-commerce platforms. Strengthen the quality control of pre-sales, in sales, and after-sales services, improve quality standards, credit constraints, comprehensive management, consumer rights protection, and standardize the return and exchange process. To avoid issues such as excessive data collection and abuse, privacy information leakage, etc., and to make consumers feel at ease and willing to purchase high-quality products. Standardize the competitive behavior of merchants, guide them to pay more attention to brand cultivation, and avoid falling into a vicious cycle of "price wars". Promote e-commerce to leverage its advantages of integrating online and offline channels and connecting the upstream and downstream of the industry chain, in order to achieve sustainable and healthy development. (New Society)