Rural communities are intensively based on social capital, the potential of which might seem limited in terms of the possibility to expand beyond rural areas. Today, entrepreneurs, the main actors in achieving and sustaining rural development, have a unique opportunity in the exploitation of social capital in rural areas by utilizing the digital platforms. These new online entrepreneurs have become critical to the success of rural areas as they mobilize online resources to exploit the full potential of their local products in the global economy, thus remaining local while acting global. This process is illustrated by the development of the alternative food network as well as social networks that connect rural potential to the rest of the world. This paper aims to understand the role of such social networks in e-commerce by analysing entrepreneurial characteristics and the ecosystem of their enterprises through case studies. In addition, the network characteristics of chosen enterprises are examined under three main subjects: (i) types of relations with rural residents; (ii) relations with suppliers (both producers and logistics); and iii) the extent of their networks in the e-marketplace. Online entrepreneurs whose business is related to rural agricultural products are selected as case study examples. The data are derived from the results of interviews, and visuals are used to map out their entrepreneurial networks and ecosystems. The conclusions of this paper are: (i) by using online channels, rural entrepreneurs are able to broaden their market; (ii) agricultural lands are being protected since rural entrepreneurs use the potentials of local natural resources; and (iii) these enterprises are financially self-sustaining. The positive impact on local rural development by online rural entrepreneurs is obvious. However, to expand this impact on a regional scale, the promotion of public policies and planning are necessary.

农村社区高度依赖于社会资本，就其向农村地区扩展的可能性而言，其潜力似乎有限。如今，企业家是实现和维持农村发展的主要参与者，他们利用数字平台在利用农村社会资本方面拥有独特的机会。这些新的在线企业家已经成为农村地区成功的关键，因为他们动员在线资源来开发其本地产品在全球经济中的全部潜力，从而在全球范围内发挥作用时保持本地化。替代粮食网络以及将农村潜力与世界其他地区联系起来的社会网络的发展说明了这一过程。本文旨在通过案例分析来分析企业社会特征和企业生态系统，从而了解此类社交网络在电子商务中的作用。此外，还从三个主要主题考察了所选企业的网络特征：（i）与农村居民的关系类型；（ii）与供应商的关系（包括生产商和物流）；iii）他们在电子市场中的网络范围。案例研究示例选择了与农村农产品相关的在线企业家。数据来自访谈的结果，视觉图像用于绘制其创业网络和生态系统。本文的结论是：（i）通过使用在线渠道，农村企业家能够扩大其市场；（ii）由于农村企业家利用了当地自然资源的潜力，农业土地得到了保护；（iii）这些企业在财务上能够自我维持。在线农村企业家对当地农村发展的积极影响是显而易见的。但是，为了在区域范围扩大这种影响，必须促进公共政策和规划。