Abstract: Traditional villages are in the disadvantage of lack of industry, population and capital in resource allocation, and rural transformation is facing challenges. The arrival of the era of data economy has brought new opportunities for rural development, when online shopping drives the development of rural products, and web celebrity village drives rural visual consumption. Based on the practical analysis of six Taobao villages and web celebrity villages, this paper summarizes the content and mechanism characteristics of their evolution. Taking the resource endowment of the village itself as the core, through the promotion of data economy and technology, innovating and transforming at the level of rural economy, society and space. It provides innovative inspiration for the practice and theory of rural revitalization in the era of data economy.