E-commerce development in rural areas: China’s experience

The Chinese experience in e-commerce development in rural areas is analyzed. The advantages of developing regional e-trade are highlighted in terms of the main e-commerce models: traditional e-commerce marketplaces, social networks, a live streaming model, and digital business models based on agricultural cooperation. The key challenges and risks faced by online-businesses in rural areas have been identified. The tools and mechanisms of supporting and promoting the involvement of rural entrepreneurs in e-commerce are investigated. The directions of e-businesses development in countryside have been identified.