Abstract: Rural resilient development is the endogenous driving force for rural revitalization, and rural e-commerce start-ups are one of the main engines for boosting rural revitalization. Therefore, in the context of rural revitalization, this paper explores the mechanism of rural e-commerce start-ups to promote rural resilient development from the perspective of the bottom of pyramid. Based on the four agriculture-related e-commerce start-ups located in underdeveloped regions, this paper adopts the multi-case research approach to analyze the logical relationship and the formation path of how rural e-commerce start-ups and their ecosystems operate on rural resilient development. The findings reveal that, in the first stage, the rural e-commerce start-ups reshape their soft and hard power through capability enhancement and resource constraint breakthrough; in the second stage, they promotethe resilient development of the rural e-commerce entrepreneurship ecosystem by eliminating information asymmetry, apply the innovative business models, and cooperate by dividing their responsibilities, etc.; and in the third stage, they promote the rural resilient development jointly through the three aspects of economics, society and environment. Therefore, it is necessary to cultivate the entrepreneurial ability and willingness of the masses at the bottom of the pyramid, guide the entrepreneurial enterprises to participate in rural development activities, provide them with multi-dimensional resource assistance, improve the rural e-commerce entrepreneurship ecosystem, optimize the development path of entrepreneurial enterprises, and practice the concept of connecting, supporting, and helping farmers.

Key words: ruralresilient development, rural e-commerce, start-ups company, rural revitalization