Against the backdrop of rapid development in the global digital economy, agricultural products cross-border e-commerce has emerged as a crucial channel for promoting agricultural transformation, upgrading, and increasing farmers’ income. However, the structural shortage of marketing talent and insufficient supply in the farmer training system have increasingly become major constraints to the sector’s sustainable development. This paper systematically analyzes the competency characteristics, growth challenges, and practical demands of marketing talent in cross-border e-commerce for agricultural products. It identifies key supply-side shortcomings such as outdated training content, fragmented resource allocation, and overly uniform teaching models. In particular, the current training system fails to integrate digital skills, cross-cultural communication, and international market strategies, which are essential for success in the global e-commerce landscape. Furthermore, it proposes reform paths from the perspectives of industry chain integration, platform collaboration, competency certification, and incentive mechanisms. By fostering collaboration between various stakeholders, including e-commerce platforms, agricultural enterprises, and educational institutions, the paper suggests the establishment of a more coordinated and sustainable training system. The study emphasizes that the training system should align with industrial strategies, forming a long-term mechanism combining institutional support and internal motivation. The paper also highlights the importance of developing a comprehensive policy framework that supports talent cultivation, ensuring both immediate results and long-term success in the global marketplace. It argues that building a new farmer training system oriented by demand, grounded in practice, and aimed at long-term growth is essential for promoting the global reach of agricultural product brands and achieving rural revitalization.