Taken into account internal operation and linking activities, the results of KH model indicate that the whole and sub-production stage efficiency in ecommerce are very low, which implicitly suggests that ecommerce efficient operation need consider the internal business process, organization structure and external market competitive environment. Namely, though e-business tools contribute to cost reduction and time saving, if there is no smooth production process, strong information technology supports and matched logistics and services, virtual operation in ecommerce firms will get failure. The mean of overall efficiency scores in standard DEA model (CCR and BCC) is far higher than that in KH model, which also identities the weak coordination among business processes.