Abstract: Seeds are modern agriculture "chips"．With information technology development, seed industry e-commerce has become a new battlefield for competition among various enterprises．Agricultural research institutions and scientists are directly participating in seed industry e-commerce, striving to forge a path with distinctive characteristics in this field．Target customers' demands are prioritized through carefully selected seed sources and scientifically designed preferential packages．Online seed-purchasing, video live streams, online displays, and fruit taste sharing enhance digital purchasing experience．Continuously meeting consumers' technical needs such as online cultivation technology demonstrations, post-sales technical support, and offline technical trials was satisfied to increase customer stickiness, and build store brands represents an effective approaches for research institutions participating in seed industry e-commerce．