This study aims to understand consumers' preferences for homemade bakery products on e-commerce online shopping platforms. In this study, 500 questionnaires were sent out, and 468 valid questionnaires were retrieved. The effective rate was 93.6%. The analysis showed consumers' preferred items for bakery products, among bread is European-style bread; among cake is cheesecake; among pastry is puff; among candy is nougat; and among Chinese dessert is pineapple cake. Handmade biscuits are also popular. The research results showed that consumers' personal background, gender, age, education level, working time have a significant effect on their preferences' for baking products. Finally, research suggestions for bakery -related units and the national pastry association were put forward.