Abstract: Live commerce to help farmers is an innovation of poverty alleviation mode in the internet era, which broadens the sales channels of agricultural products, promotes the increase of farmers’ income, and promotes the upgrading of agricultural industry. This study expounded the legal attributes and functions of live commerce, analyzed the legal problems existing in the new mode of live commerce, and put forward some suggestions on regulating the new mode of live commerce, so as to promote the stability of live broadcasting and goods, and better help the rural revitalization.

Key words: live commerce, sales of agricultural products, help farmers, legal regulation