Paths for Upgrade and Transformation of E-commerce of China's Fresh Agricultural Products Based on Whole Industry Supply Chain

China's e-commerce market scale of fresh agricultural products has reached 1000 billion yuan, and the prospect is bright. However, in the face of such problems as quality control, storage and distribution, and consumption habits, the fresh product e-commerce has great difficulty in development. Internet generates large data, and data are the resources and the core of the Internet and the foundation for survival and development of Internet. This paper analyzed the current situation of the development of fresh agricultural products, and discussed the plight of fresh product e-commerce in scale, profit, non-standard, and network environment. On the basis of the whole industry supply chain, it came up with paths for upgrade and transformation of the fresh product e-commerce with the big data as the core in the context of Internet environment