With the rapid expansion of the e-commerce market and the advent of novel technological opportunities，Artificial Intelligence Generated Content（AIGC）has become increasingly prevalent in the e-commerce sector，contributing to enhanced user experiences，the discovery of consumer potential，the broadening of economic scales，improved customer service，and greater supply chain efficiencies.This chapter delves into the applications of AIGC within the e-commerce landscape，scrutinizing prevailing challenges such as deficiencies in personalization，hurdles to content innovation，the struggles faced by small and medium-sized enterprises（SMEs）in gaining traction，and the high cost of compliance.By harnessing AIGC technologies，we propose solutions to these challenges，advocating for China to foster innovation in AIGC-driven e-commerce applications aimed at reducing costs，refining customer experiences，and driving improvements in service delivery by technology platforms.We investigate further applications in areas like marketing，live streaming，and supply chain optimization，with the goal of achieving more AIGC innovations while upholding safety and compliance standards，thereby unlocking new possibilities and prospects for the e-commerce industry.