The aim of this study was to explore (a) the approaches to corporate social responsibility (CSR) implemented by e-commerce platforms in China during the early stage of coronavirus disease 2019 (ESCOVID-19) and (b) the factors associated with the platforms’ choice of these approaches.

We collected the CSR data from the Internet during ESCOVID-19. Conventional content analysis was used to develop the targeted approaches. Finally, based on the frequency analysis of each approach, rank-based nonparametric testing was conducted to answer objective (b).

Three main approaches (ie, donative CSR actions, responsive CSR actions, and strategic CSR actions) and 8 subapproaches were implemented. The strategic approach was the most frequently used approach. The platforms with higher market size implemented more donative and strategic CSR actions than did the platforms with lower market size. Donative CSR actions were significantly implemented in the earlier period, while strategic CSR actions were significantly implemented in the later period.

Our research highlights the importance of e-commerce platforms to help the public survive and identifies that market size and time were associated with the platforms’ CSR choice. The design of prevention and control policies should incorporate and support e-commerce platforms and evaluate the factors when confronting future public health crises.