Research on the High-Quality Development of Agricultural Product Cross-Border E-Commerce Under Rural Revitalization

The agricultural product industry is under significant transformation pressure, and vigorously developing cross-border e-commerce (CBEC) for agricultural products can facilitate industrial upgrading and inject new vitality into rural revitalization. Based on large-scale field surveys and interviews with 120 enterprises in Linyi (China), this study examines the operational status of agricultural product businesses and their perceptions of CBEC, identifying key challenges and strategies for high-quality development. Findings reveal that while agricultural product enterprises recognize the necessity of adopting CBEC, they face multiple barriers, including lack of support policies and regulatory systems, limited awareness of CBEC potential, insufficient adoption of new technologies, shortage of professional and interdisciplinary talent, and weak awareness of cross-brand building. To effectively promote high-quality CBEC development, policymakers and stakeholders should improve support policies and regulatory systems, strengthen awareness of CBEC applications, enhance the promotion and application of new technologies, build a CBEC talent support system, and accelerate brand development for agricultural product CBEC.