Companies, authorities move to tap rural e-commerce

A similar situation can be seen in Feixi County, Anhui province. The government manages online sales platforms that have allowed retailers to post 17,000 adverts for specialty products over the past six years. Total turnover via the platforms has reached 200 million yuan, effectively improving farmers' earnings.

Migrant workers are also bringing their virtual shopping habits to the countryside when they return from cities, putting more steam behind the trend as they introduce e-commerce to friends and family.

Li Xue, who lives in Sanren autonomous Township of She Ethnic Group in east China's Zhejiang province after years of laboring in big cities, acts as an informal agent to help her fellow villagers with online shopping.

"There are five orders every day on average, and the products range from clothing to agriculture tools to domestic appliances," Li said.

Recognizing the economic potential, governments are offering e-commerce training to locals and working to improve logistics.

The government of Longnan, for instance, has decided to allocate up to five million yuan in funds to support its e-business development each year. In Yinchuan, capital of Northwest China's Ningxia Hui autonomous region, the city government plans to train 10,000 people in e-commerce this year.

Despite bright prospects, authorities have several stumbling blocks to remove, such as poor broadband infrastructure and low levels of logistics.

Pan Hong, head of the business department of Yishang Digital Technology Co Ltd in Anhui province, said that training is essential.

"Currently, there is a dearth of talent in marketing, operations and designing, which hampers the development of the industry," Pan said.

Gao Hongbing said that it will take the intervention of e-commerce companies and government support to solve the quandary.

"Companies need to beef up support for the rural sector in terms of technology and resources, while governments should step up efforts in infrastructure construction and development guidance for local people," Gao said.

JD cultivating rural customers	China's rural areas outpace cities in online shopping