Abstract: Development of agricultural e-commerce relies on the product attributes to a greater extent than other market segments. Based on results from previous reports and current field survey, the author categorized the factors affecting the development in the aspects of technic, business, product and external elements, and proposed 11 variables that might steer the movements of the industry. Data and information on 126 selected enterprises in Fujian were firstly verified for reliability, and then, fitted to a logistic model for an analysis. The results indicated that the informatization, quality assurance, brand recognition, standardization, consumer awareness, public policy, infrastructure, and human resources exerted significant impacts on the development. Accordingly, suggestions for promoting the agricultural e-commerce are presented.