Guangdong maintains dominance in China's agricultural e-commerce

Guangdong Province, China's economic powerhouse, has solidified its position as the nation's agricultural e-commerce leader for the sixth consecutive year, according to a recently released agricultural e-commerce market insight report.

The report states that the province's online agricultural sales surged to RMB 312 billion in 2024, accounting for 19.5% of the national total.

It highlights that Guangdong's success hinges on a "triple-core" matrix: tropical fruits, value-added processed goods, and culturally branded products. Photo: Nanfang Plus

Agricultural produce such as Maoming's lychees, Xuwen's pineapples, and Zhanjiang's prawns dominated national e-commerce sales. For example, Maoming's lychee industry, utilizing cold-chain logistics and blockchain traceability, has expanded into premium international markets, becoming a global benchmark for Chinese specialty produce.

Additionally, Chaozhou's Fenghuang Dancong tea and Deqing's tangerines have transformed traditional agriculture through live-streaming e-commerce and digital marketing, appealing to younger consumers.

Moreover, Xinhui's dried tangerine peel, a herbal-culinary staple, has merged financial innovation with cultural storytelling, creating a billion-yuan industry.

The report also indicates that Guangdong's agricultural e-commerce sector boasts a trifecta of advantages—cutting-edge logistics infrastructure, proactive policy support, and a dual-engine consumer market—that have propelled it to national leadership.

The Pearl River Delta region, anchored by the logistics hubs of Guangzhou, Shenzhen, and Foshan, forms the backbone of its supply chain. Leveraging the region's economic dynamism and interconnected transportation infrastructure—including high-speed rail, expressways, and smart warehouses—the area achieves lightning-fast "24-hour delivery" services across major cities in Southern China.

The sector's growth is further fueled by robust state support through Guangdong's rural revitalization initiative. The provincial government allocates hundreds of millions of yuan annually in specialized funds to modernize logistics, upgrade digital infrastructure, and train rural e-commerce talent.

Tax incentives—including reduced VAT and corporate income tax rates—empower businesses, with companies specializing in processed agricultural products or live-streaming sales receiving preferential policies.

Reporter | Chen Jinxia

Editor | Hu Nan, James, Shen He

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