The insufficiency of Internet financial tools seriously restricts the development of rural e-commerce and its utility play in China. In this paper, after studying the common wealth mechanism of Internet financial tools in e-commerce, we use the entropy power method to measure the level of the rural common wealth, and use the panel regression model, Dagum’s Gini coefficient, and spatial econometrics model to study the relationship between Internet financial tools, e-commerce, and rural common wealth. The results show that the overall level of rural common wealth in China has increased significantly, but the gap between regions has widened, showing the development trend of ‘high in the east, fast in the centre, stable in the west and lagging in the northeast’. Internet financial tools can help rural e-commerce play a significant role in narrowing the income gap between urban and rural areas and promoting common prosperity in rural areas, but this effect may vary significantly depending on the geographical location, digital technology and e-commerce development level of each region. The article provides valuable policy insights for promoting the synergy development of rural e-commerce and Internet financial tools to achieve a common prosperity.