Under the background of Internet, the influence of network celebrities is very important, and the traditional propaganda methods of merchants are outdated. With the rise of network celebrities and social media in China, both large enterprises and small and medium-sized enterprises can't ignore the opportunities brought by "network celebrity economy" in their marketing strategies. Based on this, this paper takes e-commerce of online celebrities as the research object, analyzes the reasons for the emergence of online celebrities and the economic development process of online celebrities under the background of the Internet era, and takes online celebrities of e-commerce companies under their industrial chains as an example, according to their marketing situation, analyzes the marketing methods and characteristics of online celebrities, as well as the role they play in the marketing process and the advantages and disadvantages of online celebrity marketing of e-commerce, and puts forward relevant suggestions on how to deal with their disadvantages. This study can comprehensively analyze the related contents of e-commerce among network celebrities and the industrial ecological chain among network celebrities, and analyze the problems existing in the ecological chain, thus helping the industry to develop better. In addition, from the data retrieved from literature retrieval platforms such as HowNet, we can see that there are many related researches on online celebrity e-commerce, online celebrity economy and online celebrity industry, but the research on online celebrity e-commerce and the operation content of each role in the ecological chain is almost blank. This also provides a good opportunity for this study, which can make up the blank of related research and provide certain information reference and data reference for future research.