China Counts Over 20 Million Rural Online Merchants as County Logistics Expand

China's rural online merchant count has surpassed 20 million during the 14th Five-Year Plan period, driven by upgraded commercial and logistics infrastructure across county, township, and village levels. According to data released by the Ministry of Commerce at a State Council Information Office briefing, rural online retail sales topped 3 trillion yuan after growing by 1 trillion yuan over the period. Officials also reported that more than 100 million parcels now move into and out of rural areas daily, supported by thousands of renovated logistics depots and cold-chain pre-processing facilities.

Rural consumption and digital commerce represent crucial domestic demand drivers in China's lower-tier markets. Sustained logistics investments are steadily lowering the structural friction of shipping industrial goods into rural towns while facilitating the outward flow of high-value agricultural produce.

China's rural e-commerce sector expanded significantly during the 14th Five-Year Plan period, with the total number of rural online merchants surpassing 20 million, according to data released by the Ministry of Commerce at a State Council Information Office press conference in Beijing. Speaking at the briefing, Assistant Minister of Commerce Yuan Xiaoming outlined progress made since 2021 in developing China's county-level commercial infrastructure. Yuan stated that rural online retail sales have exceeded 3 trillion yuan, representing a cumulative increase of 1 trillion yuan over the period. The sector has increasingly attracted returning youth and local entrepreneurs establishing digital retail operations across the countryside. The commercial network expansion has relied on targeted upgrades across administrative tiers. According to the ministry, authorities supported the construction and renovation of 3,159 county-level comprehensive commercial service centers, 15,000 township commercial centers, and 168,000 village convenience stores. These additions have established baseline coverage across county, township, and village tiers nationwide. Logistics and distribution networks have scaled up alongside retail infrastructure. The ministry reported supporting the upgrade of more than 3,600 county- and township-level logistics distribution hubs. As a result, daily parcel volumes entering and leaving rural areas now exceed 100 million pieces, improving delivery access for remote residents. To support agricultural supply chains and increase the commercial value of farm produce, authorities backed the construction of nearly 4,000 facilities dedicated to sorting, pre-cooling, and initial processing. Commerce officials noted that these facilities have improved off-season sales capabilities and standardized product handling, helping local farmers achieve higher market returns.