Experts were not optimistic about the sale of fresh products on internet a few years ago,because their prices are low while logistic costs are high. But according to the statistics in recent 2 years, the growth rate of sales of the fresh products on internet is amazing. After making an investigation of consumer behavior of fresh products E-business platforms in Chengdu city, the authors analyze the consumers’ behavior of fresh-products E-business and find the key factors affecting their purchase behavior via internet.