Farmers' participation in e-commerce generally refers to rural e-commerce, referred to as rural e-commerce. Rural e-commerce refers to grafting all kinds of resources to serve the countryside through the network platform, expanding the rural information service industry and service field, and making it the three major rural information service stations all over the county, township and village. As the physical terminal of rural e-commerce platform, it directly takes root in rural areas to serve agriculture, rural areas and farmers, and truly makes agriculture, rural areas and farmers services the biggest beneficiary of the platform.

Farmers participate in rural e-commerce in various ways:

First, directly participate in rural e-commerce and become the "protagonist" of agricultural products in rural e-commerce. For example, there are many "advanced farmers" with foundation and willingness among traditional farmers; Among the new types of professional farmers, there are "production and management type", "social service type" and "professional skill type" farmers; Some "new farmers" groups.

Second, indirectly participate in rural e-commerce. E-commerce has a threshold, involving online shop construction, marketing promotion, art design and other professional knowledge. Most traditional farmers do not have such knowledge and cannot directly participate in rural e-commerce, but they can participate indirectly. Such as: providing goods; Drive employment. Farmers indirectly participate in rural e-commerce, on the one hand, they can avoid the risk of e-commerce entrepreneurship, on the other hand, they can better play their own values and expertise and achieve a win-win situation.

Enhance farmers' ability to participate in e-commerce;

1. We should pay attention to the differences in understanding of e-commerce in different regions, so that farmers and entrepreneurs in different regions can get training, help and platform docking, so that outstanding talents can stay in rural areas, start businesses relying on e-commerce, and empower entrepreneurs to use the Internet to sell high-quality agricultural products. Give priority to traditional farmers who have the foundation and willingness to train and teach e-commerce skills by hand; Focus on new professional farmers and new farmers, who are the core strength of rural e-commerce. It is also necessary to use training funds on the cutting edge to avoid training becoming a mere formality and pay more attention to the training effect.

2. Guide farmers and entrepreneurs to realize their self-hematopoietic ability, find ways and means suitable for the development of rural e-commerce, truly realize the upward movement of agricultural products and realize a sustainable profit model.

3. Create "network celebrity" farmers, create a good environment and atmosphere for rural e-commerce, and let some people get rich first and then get rich. Let farmers transition from the role of "bystander" to the role of "participant" and eventually become "masters", moving towards a higher stage and a broader space.