Study on the Expansion of Flower and Seedling Industrial Cluster in Taobao Village Driven by Multi-Factors—Cases of the Shuyang County in China

China’s rural e-commerce has been developing rapidly. Taobao Villages are combination of e-commerce and rural industries. When rural e-commerce coverage evolves from Taobao village to Taobao town, the scale of industrial clusters has been expanding synchronously. This paper investigates flower and seedling industrial cluster in Xinhe Town, Yanji Town and Miaotou Town of Shuyang County, China, and conducts the econometric analysis of the expansive determinants of flower and seedling industrial cluster of Taobao Villages. An effective sample of 263 was obtained through a face-to-face survey of e-merchants of flower and seedling in the Shuyang County of Jiangsu Province. Bases on the structural equation modeling, series of test results show that the data can be used to calculate the path regression. The outcomes shows that creation of e-merchants of flower and seedling, integration of e-commerce platform, supply chain friendliness, involvement of e-commerce service providers, and governmental policy guidance are driving expansion of flower and seedling industrial cluster together, moreover, the five forces interact with each other. This implies that expansion of flower and seedling industrial cluster is a systematic process, each stakeholder needs to pay attention to the role of other forces, and five forces achieve a balanced situation in the cluster.