Based on the sample survey data of 926 planting family farms in China, this paper comprehensively used the Tobit model, Ols model, QR model, PSM method and DEA model to investigate the factors affecting the adoption of e-commerce in family farms and its adoption effect. The main conclusions of this paper are as follows: first, human capital, social capital and wealth capital can significantly promote the adoption of e-commerce on family farms. Second, the adoption of e-commerce in family farms can significantly improve farm performance by about 3.89-4.47%, and each unit increase in the adoption of e-commerce index can improve farm performance by about 7.86-9.17%. Thirdly, there are differences in the impact of e-commerce adoption and e-commerce index on the performance of farms of different performance levels and land sizes. This indicates that the in-depth integration of family farms and e-commerce should be accelerated at the present stage, and attention should be paid to the heterogeneity of the effects of different family farms adopting e-commerce in the policy making process.