Abstract: In recent years, the development of rural e-commerce in the Yangtze River Delta region has been developed rapidly with
continuous improvement of information, logistics, finance and other subsystems, gradually forming a rural e-commerce ecosystem. In
order to clarify the coordinated development relationship among various elements of the rural e-commerce ecosystem in the Yangtze
River Delta region, in this study, the entropy method and the coupling coordination model were adopted to evaluate and analyze the
coordinated development level in the Yangtze River Delta region, basing on the relevant data of rural e-commerce from 2017 to 2022.
The results show that the development momentum of the rural e-commerce ecosystem in the Yangtze River Delta region is progressing
well, and the coupling degree and coupling coordination degree among subsystems have increased annually at its primary coordination
level. And the coupling degree and coupling coordination degree among subsystems are not synchronized presenting a significant gap in
the development level of different regions. Therefore, in order to promote the high-quality development of the rural e-commerce
ecosystem in the Yangtze River Delta region, it is imperative to accelerate regional integration, strive to improve the development
quality of various elements of the system and to optimize the development environment of rural e-commerce.

Key words: rural e-commerce, ecosystem, entropy weight, coupling coordination