Practical Exploration of Data-Driven Strategy Optimisation of E-commerce Platforms to Promote Regional Common Prosperity

To achieve common prosperity, rural revitalisation is the way to go, and to promote regional economic development and narrow the gap between urban and rural areas, optimising the data-driven strategy of the e-commerce platform is an inevitable choice. This paper selects the data of 204 prefecture-level cities in China from 2014 to 2023 as the research sample, takes the e-commerce platform data-driven strategy optimisation demonstration area as a quasi-natural experiment, and adopts the multi-period DID model to explore the impact of rural e-commerce development on the urban-rural income disparity and its realisation path. The results show that the data-driven strategy of the e-commerce platform reduces the urban-rural income gap while improving the overall income level of farm households, and has a contributing effect on regional common wealth. In addition, the construction of traditional and new digital infrastructure, as well as the enhancement of the human capital of village cadres, can create a more level playing field and effectively promote regional common wealth. The purpose of this paper is to help drive and stimulate consumption in regional areas by optimizing data-driven strategies of e-commerce platforms, thereby achieving rapid regional economic growth.