The number of rural online merchants across China is approaching 20 million as of the end of July, according to the Ministry of Commerce.
He Yongqian, a spokeswoman for the ministry, attributed the sizable figure to the steadily improving rural logistics system and robust e-commerce entrepreneurship in the countryside.
He told the press on Thursday that the county-level commercial infrastructure initiative has supported the construction or renovation of 1,285 county-level logistics centers and 1,457 township courier stations across the country, and that express services now cover 95 percent of the nation's administrative villages.
"Rural e-commerce entrepreneurship remains vibrant. We have already held 14 national seminars on high-quality rural e-commerce development, providing practical training to nearly 300,000 participants. According to data from relevant research institutes, as of the end of July, the number of rural online merchants nationwide has exceeded 19.5 million, up 6.4 percent year on year," said He.
Improvements in rural logistics have also spurred consumption. In the first seven months of 2025, rural online retail sales grew 6.4 percent year on year.
"E-commerce is further enriching the supply of goods and services in rural areas, allowing farmers to buy quality, affordable products without leaving home. From January to July 2025, rural online retail sales rose 6.4 percent year on year. Online sales of agricultural products increased 7.4 percent. In the first half of 2025, per-capita disposable income of rural residents grew 6.2 percent," said the spokeswoman.
China's total rural online merchants nears 20 million
