A Study on Strategies for the Collaborative Development of Multi-Subject Cross-border E-commerce in Rural Areas

The integration and collaborative development of cross-border e-commerce and cross-border logistics can break down market barriers between the two industries, improve operational efficiency and benefits, thereby forming the core competitive advantage of China's cross-border e-commerce. This paper analyzes the current situation of cross-border e-commerce, rural cross-border e-commerce, and cross-border logistics. By studying the problems existing in the entire rural cross-border e-commerce system, targeted strategies are proposed for the collaborative development of rural cross-border e-commerce and cross-border logistics. The study finds that the development of the entire rural cross-border e-commerce system is in a high-speed stage, but various entities still face corresponding problems. These include the scarcity of talent with skills in both agriculture and cross-border e-commerce, difficulties in returning and exchanging agricultural products in cross-border logistics, complexity in cross-border payments targeting farmers, and restrictions on agricultural product characteristics in cross-border e-commerce. Therefore, the collaborative development of multi-subjects in rural cross-border e-commerce is necessary. This paper proposes specific targeted strategies for the collaborative development of cross-border e-commerce based on the study of relevant literature and data.