An electronic business card exchange method and apparatus. The method comprises: if a first electronic business card terminal on which a first electronic business card is displayed receives a first touch signal, the first electronic business card terminal turns the first electronic business card upside down to enable the business card to face the other party, and establishes a data connection to a second electronic business card terminal (101); if the first electronic business card terminal on which the first electronic business card that has been turned is displayed receives a second touch signal, the first electronic business card terminal sends the first electronic business card to the second electronic card terminal through the data connection (103); and through the data connection, the first electronic business card terminal receives and displays a second electronic business card sent by the second electronic business card terminal (104). Users can exchange electronic business cards by only sending two touch signals, so that the problems of complex operation of electronic business card exchange and proneness to opposite end confusion in the prior art are solved. In addition, the process is formal and meets business card exchange etiquette, and the problem is solved that electronic business card cannot be popularized on a large scale all the time to replace paper business cards due to the concern of etiquette in electronic business card exchange.