Abstract: Based on the basic logic of private domain traffic operation, the social e-commerce model of fresh agricultural products had been constructed. Fresh agricultural product operators should achieve the purpose of traffic acquisition through activity stimulation, multi-channel collection and other ways. On this basis, WeChat friends circle, WeChat community, WeChat official account, etc. were used to realize the realization of traffic, and traffic redevelopment was carried out through KOL fission innovation and big data precision operation. The social e-commerce model of fresh agricultural products based on private domain traffic had changed the traditional agricultural product sales model, and solved the problem of the connection to a large extent between agricultural products and consumers and the last mile of fresh agricultural product sales.

Key words: private domain traffic, agriculture products, social e-commerce, e-commerce mode