In the face of the challenge of the “new normal” of China’s economy, expanding domestic demand, stimulating consumption and promoting the “double cycle” are clear and effective reform directions. For a long time, China’s rural society has played the role of “buffer zone” in the economic transition and shock, which fully shows that rural consumption has not been fully activated and has great potential for improvement. Increasing income is the prerequisite for stimulating consumption. Based on the fact that the income of rural population in China has lagged behind that of urban population for a long time, boosting rural economic growth and increasing the income of farmers is an important work. The development of e-commerce has played an important role in this field. This paper carries out research from the perspective of helping farmers, and uses the literature method to clarify the impact of e-commerce development on rural consumers, mainly including direct and indirect impacts. The research results show that e-commerce development has a positive role in improving farmers’ income, optimizing rural industries, promoting rural consumption upgrading, and narrowing the gap between urban and rural consumption. On this basis, further suggestions on “e-commerce helping farmers” are put forward, It aims to promote the solution of “three rural issues” and improve the quality of life of farmers.