E-commerce is an important engine for stimulating urban and rural residents' consumption, but rural residents have a certain distance from urban residents in using e-commerce. This paper probes into the role and role of e-commerce in balancing the consumption gap between urban and rural residents from both theoretical and empirical aspects. The results of the robust research after fully considering indigenousness show that the development of e-commerce in China worsened the consumption gap between urban and rural residents in 2014-2018; E-commerce affects the consumption gap between urban and rural residents through the different consumption categories directly, and through the income gap between urban and rural residents indirectly. The paper also confirmed that the degree of economic openness, financial support, industrial structure also have an important impact on the urban and rural residents' consumption gap. The government still needs to further encourage e-commerce to enter the countryside, improve rural e-commerce infrastructure construction, improve the e-commerce development environment, and build a long-term policy mechanism to promote farmers' sustained and rapid income growth, and increase farmers' income.