The sustainable competitiveness of e-commerce development of IoT big data

Purpose The purpose of this paper is to analyze the sustainable development of e-commerce. Design/methodology/approach This paper proposes to analyze the development of rural e-commerce based on the perspective of big data of the Internet of things, in order to achieve the purpose of the development of e-commerce in China. In the analysis, this paper selects the data envelopment analysis (DEA) model for analysis and filters the parameters of the model to improve the accuracy of the model. Findings The experimental results of this paper show that various efficiency values of the improved model have decreased, and the scale efficiency has decreased by 0.319 on average. From the decline of technical efficiency, pure technical efficiency and scale efficiency of rural e-commerce in each province after excluding environmental variables, it can be concluded that environmental variables have a greater impact on the development efficiency of rural e-commerce. Originality/value In the analysis, this paper selects the DEA model for analysis and filters the parameters of the model to improve the accuracy of the model.