In recent years, foreign research on the optimal allocation of supply chain resources and operational coordination in the digital economy environment has also made more and more progress, and the current status of domestic research is in the development stage, and supply chain management in the context of the digital economy has become another research hotspot. In this regard, this paper studies the application of Hamiltonian circuit in supply chain resource allocation from three aspects, such as product pricing strategy, supply chain management optimization and consumer behavior, and constructs the optimal resource allocation model according to the steps of resource allocation establishment. Through the Hamiltonian loop algorithm, the revenue function of cross-border ecommerce supply chain services is obtained. Using the Hamiltonian loop algorithm, the optimal price model of supply chain logistics is simulated and simulated experiments are carried out, and the optimal logistics and distribution services will be priced at about 225 under the high competition situation with competition coefficient k 0.6 . Under the optimal allocation of supply chain resources, analyzing the user’s satisfaction, retail customers’ satisfaction with the supply of goods in 2021 is 81.806 points, higher than the province’s 0.913 points, and the experimental results show that the resource allocation model can meet the needs of the customers, making the supply and demand of the product resources more balanced, which argues the scientific nature and reliability of this study.