Abstract: To promote the development of rural e-commerce in Fujian province, the measure index system for rural e-commerce development level of Fujian was established; and based on the related index data of Fujian during the period of ‘Twelfth Five-year Plan’, an empirical analysis was conducted by the entropy weight method. The results showed that:(1) social development, regional informational development and economic development were important factors for rural e-commerce in Fujian, and the cultural development also had certain influence; (2) according to the index weight, the factors that impacted was decreased in order of social development> economic development=regional informational development> cultural development; (3) from the results of comprehensive evaluation, the development of rural e-commerce in Fujian during the ‘Twelfth Five-year Plan’ period was in good condition with a upward growth trend.