Currently the rural revitalization strategy is being implemented in depth， and the connection between rural industrial development and e-commerce industry in ethnic minority areas is increasing. Rural e-commerce is playing an increasingly important role in promoting urban-rural integration and promoting the in-depth collaboration of agriculture， tourism and e-commerce industries. However， rural e-commerce is still facing problems such as the shortage of professional talents， high logistics and transportation costs and backward business management concepts. This paper conducts a case study on Liangshan Prefecture of Sichuan Province， an underdeveloped area through 122 questionnaires to business people engaged in rural e-commerce in 17 counties （cities and districts） in Liangshan Prefecture， and conducts an empirical test with linear regression analysis. Through the study， it is found that factors such as businesses， logistics， infrastructure and government policies have significant effects on rural e-commerce businesses. According to these findings， some optimization proposals are proposed and reference opinions are offered for the integrated development of rural e-commerce businesses and rural tourism industries and for the in-depth implementation of rural revitalization strategy in less developed areas.