The Current Development Status and Optimization Measures of Live Streaming E-commerce to Assist in Selling Agricultural Products

China has introduced various policies to comprehensively promote rural revitalization and accelerated the construction of the key project of “promoting agriculture through digital commerce”. The rapid development of live streaming on online platforms has brought a large influx of various fields and industries, resulting in continuous growth in traffic and revenue. The sales of a single live streaming room operated by farmers can reach over 100,000 yuan. Therefore, live streaming e-commerce to assist in agricultural product sales has become a major measure for future rural revitalization plans. Up to now, there are still some problems in the development of live streaming e-commerce, such as a single delivery model, weak market standardization, and poor traffic of ordinary small anchors, which hinder the further improvement of the rural economy. This article elaborates on the current situation of live streaming e-commerce assisting in the sale of agricultural products, analyzes the existing problems, and proposes optimization measures for reference and reference, making a certain contribution to the country's promotion of rural industrial development and comprehensive promotion of rural revitalization.