This paper discusses the recovery strategy and coordination mechanism of e-commerce closed-loop supply chain. Firstly, the paper constructs three decision-making models: The decentralized decision-making model without fairness concern, the decentralized decision-making model considering the fairness concern of the e-commerce platform and the joint decision-making model. Then the optimal decisions of each decision-making model are given, including the recycling price of waste products, the service level of e-commerce platform, and the optimal profits of members in E-commerce closed-loop supply chain. Finally, the optimal decisions of the three decision-making models are compared and analyzed. Based on that, the “commission and cost sharing” contract is designed to achieve system coordination. The research shows that: 1) Under the decentralized decision-making model, the fairness concern of the e-commerce platform helps increase its profit. However, such fairness concern is not conducive to the remanufacturer and the system. 2) Under joint decision-making model, the recycling price of waste products, the service level of e-commerce platform and the profit of system are at the highest values. 3) In the “commission and cost sharing” contract, the proportion coefficient of the remanufacturer to share service cost of e-commerce platform is equal to that of remanufacturer’s profit in the system. The fairness concern of the e-commerce platform can reduce the feasible region of the coordination mechanism.