1, the product quality standard is difficult to control.

Only good products in any industry can bring good reputation and sales, and then it is particularly important to control product quality in rural e-commerce. Due to the late development of e-commerce, imperfect infrastructure and backward development of cold chain logistics system, it is difficult for rural fresh products to be delivered to the places where customers need them on time and with good quality, and there will be differences in products from different places, so it is difficult to strictly control agricultural products, resulting in uneven product quality and difficult to unify the product quality of various platforms.

2. Over-reliance on e-commerce platform

In the process of developing rural e-commerce, there is a one-sided understanding. It has always been believed that the development of rural e-commerce will bring a big market for agricultural products, and the development of rural e-commerce is regarded as the lifeline of rural economic development. However, no format can cover everything in the process of economic development, and it is difficult for rural e-commerce to fully undertake the heavy responsibility of agricultural product sales. E-commerce is only a skill to develop county economy, an important content to promote rural economy, and a way that governments at all levels should attach importance to and encourage, but we can't rely too much on it in the process of development.

3. Lack of e-commerce talents

Due to the poor salary and treatment of rural e-commerce, there is a shortage of e-commerce talents. In addition, many people think that e-commerce is a matter for young people. Therefore, in e-commerce training, young people who want to engage in e-commerce or just graduated from college are mainly arranged to participate in various trainings. However, many young people lack knowledge of agricultural products and know little about their characteristics, so it is very difficult to do it. Strengthening the training of farmers' e-commerce knowledge can often get twice the result with half the effort. There are many farmers who are very good at learning. They are more familiar with how to consume agricultural products and how to sell them. They are more insightful and grounded.

4. Incomplete combination of software and hardware.

The development of county e-commerce needs both hardware and software. In fact, an airport can be used by many airlines. This multi-purpose phenomenon is the integration and application of resources. The development of county e-commerce should create this "airport phenomenon". Hardware equipment such as e-commerce service center, training center, incubator, creative space and agricultural innovation works are important, but the development of rural e-commerce needs more software. Good top-level government design, numerous entrepreneurs, good government-enterprise relationship and strong e-commerce atmosphere are all indispensable elements for the development of rural e-commerce.