Abstract: Rural e-commerce has become new driving forces for rural revitalization. Chinas agriculture has always faced the contradiction between small farmers and big markets. Especially, market participant registration, administrative permission, and the joint liability of operators and sellers in the e-commerce law, make farmers face new legal risks. The real-name system, credit evaluation and publicity system can realize the function of market participant registration. Market competition, industry self-discipline and risk monitoring and evaluation, as in-process or post-event regulatory measures, can replace administrative permission. Therefore, farmers should be exempted from the obligations of market participant registration and administrative permission. In order to equitably distribute the risk of human damage caused by edible agricultural products, a liability insurance system for edible agricultural products should be established.

Key words: rural e-commerce, market participant registration, administrative permission, liability insurance