Matrix model-based Analysis of e-commerce development and urban entrepreneurial activity

China’s e-commerce market size, the most active and best-developed component of the digital economy, has become an essential driver of economic growth and urban entrepreneurial activity. This paper analyzes e-commerce development and urban entrepreneurial activity through BCG matrix. It establishes the framework of AHP-SWOT hierarchical analysis model combining with SWOT matrix model and AHP hierarchical analysis. In the development of e-commerce, the national e-commerce turnover in 2020 is 37.21 trillion yuan, with a year-on-year growth rate of 57.60% in 2014. Meanwhile, in 2020, the number of e-commerce employees reaches 60 million, which is 1.23 times of the number in 2014. Due to the rapid development of the economy and e-commerce, resulting in urban entrepreneurial activity is also gradually rising, the number of private enterprises in 2012 grew from 5254870 to 18921928 in 2020, an increase of up to 260%. 2020, the number of new market entities is 27,495,700, the country’s entrepreneurial activity is a year-on-year upward trend. Through the development of e-commerce and urban entrepreneurial activity, the quality of employment and entrepreneurship in society is promoted to a higher level.