The invention relates to a raw and fresh food electronic transaction platform, comprising a store management system, a product release system, a customer management system, a product sales promotion system, an order management system, a logistics system, a front-end interface system and an online payment system; the store management system, the product release system, the customer management system, the product sales promotion system, the order management system, the logistics system, the front-end interface system and the online payment system are connected with a data interchange system; according to the platform, by means of self-transmission and self-sending of a message center system, content sharing and interchanging, order generation and payment, logistics docking and delivery, and after-sales service and tracking are realized among multiple networks and cross platforms; and value-added service systems such as online auction and fixed purchase are provided on the platform; according to the platform, technologies such as internet technology and intelligent mobile terminal technology are combined organically which provide a whole course transparent supply chain service for the raw and fresh food transaction; the delivery of raw and fresh food is timely and efficient, and transaction security is guaranteed and transaction convenience is increased.