Abstract: By connecting the national consumer market with the countryside, cutting down the middlemen of product sales, realizing the butt joint between small farmers and big markets, the rural e-commerce exerts its market flattening effect; by reducing the cost of market development, the cost of channel construction and the efficiency of the transaction, the rural e-commerce exerts its market expansion effect; by motivating the e-commerce operators to improve their development ability, the rural e-commerce exerts its empowering and enhance effect; by driving the whole development of economic and social in poor areas, the rural e-commerce exerts its the radiation effect; by promoting the standardization of agricultural products, the rural e-commerce exerts its standardization effect. These effects of the rural e-commerce can help rural poverty alleviation effectively. But there are lots of bottleneck in current rural e-commerce, mainly include the lag of logistics distribution system, the lack of electrical business, industrial foundation weak, the low degree of standardization of agricultural products, and the lack of financial support. In order to make the rural e-commerce play a more important role in the rural poverty alleviation, we should take some targeted measures to break through the bottleneck of the rural e-commerce.