In recent years, the state has vigorously promoted e-commerce in rural areas and continued to expand the coverage of rural e-commerce. How is the development of e-commerce consumption in Guangdong rural areas? Is it convenient for villagers to buy online? Recently, Guangdong Provincial Consumer Committee (hereinafter referred to as "Guangdong Consumer Committee") released an investigation report on "rural e-commerce consumption". The survey results show that rural e-commerce consumption in Guangdong has developed rapidly, with a penetration rate of 95%; There is a large market demand. 76% of the respondents often shop on the e-commerce platform, and 95% of the respondents said they will continue to use or try to use the e-commerce platform for shopping; More than 75% of the respondents expressed satisfaction with the rural e-commerce consumption environment. Rural consumption platform, type supply is more abundant. In 2018, Guangdong Consumer Council once carried out the "Guangdong Rural Consumption Status Survey". The survey results showed that only 56% of the respondents said they would use e-commerce as the main consumption channel, and less than 50% of the respondents were satisfied with the e-commerce consumption environment. In the second half of this year, Guangdong Consumer Committee carried out a survey on the "current situation of rural e-commerce consumption development and consumer rights protection" across the province, to deeply understand the development of rural e-commerce consumption in Guangdong from five dimensions: consumption demand, consumption environment, consumption development, consumption rights protection, and consumer evaluation, and found that the situation has improved significantly. In just four years, why did the respondents' recognition and evaluation of rural e-commerce consumption increase so fast? "First of all, the e-commerce infrastructure is more perfect." The relevant person in charge of Guangdong Consumer Affairs Committee introduced that the network and logistics are important foundations to support the development of rural e-commerce. In terms of network construction, the survey results show that more than 90% of respondents said that their rural networks are basically fully covered and relatively stable, and mobile terminals such as mobile phones and tablets have become the main carriers of e-commerce consumption. In terms of logistics construction, 64% of the respondents said that their rural areas have achieved express delivery into the village, and the "last mile" problem is gradually being solved. In addition, the supply of rural consumption platform types is more abundant. The survey results show that 93% of the respondents said that the e-commerce platform provides a wide range of goods and services, of which nearly 90% have the experience of purchasing agricultural commodities through the e-commerce platform, and more than 70% have purchased fresh commodities on the e-commerce platform. At the same time, the survey found that there are many types of e-commerce platforms available for rural consumers to choose from, among which traditional e-commerce platforms such as Taobao (80%) and Jingdong (57%) are still the main channels, social e-commerce such as Tiktok (37%) and Kwai (18%) are rising rapidly, and e-commerce channels such as fresh food e-commerce, community group buying, and delivery platforms are also gradually popularized. Guide more e-commerce enterprises to sink into the rural market. According to the above person in charge, the survey shows that e-commerce consumption has developed rapidly in rural Guangdong with a good trend, but there are still shortcomings and blockages. "First of all, the problem of 'can't buy' still exists. 46% of the respondents said that some goods and services of e-commerce platforms are not sold in rural areas; 40% of the respondents said that the popularity of online local service applications in rural areas is low." The person in charge said. "Not buying well" also affected consumer experience and confidence. 57% of respondents reported that they encountered quality problems when shopping online. "After sales difficulties" lead to "dare not buy". According to the survey report, respondents reported that they bought large commodities such as appliances and furniture in rural areas