<p>This study seeks to clarify whether e-commerce increases rural incomes in China and, if so, whether this impact is heterogeneous. Based on panel data of 1,546 county-level units from 2012 to 2019, this study investigates e-commerce’s impact on rural residents’ incomes using a multi-time difference-in-differences model. Results show that, from a national perspective, e-commerce has improved rural residents’ income, and employment and entrepreneurship are the main mechanisms. Additionally, e-commerce’s income-increasing effect heterogeneous, with the strongest positive influence on rural resident income in the central and northeast regions and the weakest in the western region. At the same time, initial income and human capital levels also lead to a difference in the impact of e-commerce on rural residents’ income. Based on this, the paper proposes increasing support for rural e-commerce; developing local characteristic industries, improving the competitiveness of local rural e-commerce products, and cultivating e-commerce talents.</p>