Uusing data from the China Household Tracking Survey to match data with the County Digital Countryside Index (2018), the impact effect of digital countryside and its four sub-dimensions on the upgrading of rural households’ consumption structure was studied. Benchmark regression shows that the digital countryside facilitates the upgrading of rural households’ consumption structure, and mechanism research indicates that rural households’ non-farm income and residents’ digital skill level are important factors that promote the digital countryside to enhance the upgrading of consumption structure. Heterogeneity analysis shows that the impact of digital countryside on the upgrading of the consumption structure of different rural areas, different characteristics of households and different heads of households is different.