A goods shelf fixing device of a vending machine comprises a cabinet body and a goods shelf installed in the cabinet body in a sliding mode, wherein the goods shelf comprises a bottom plate and a rear plate perpendicular to the bottom plate, first grooves are formed in the bottom plate, second grooves are formed in the rear plate, partition plates are installed on the goods shelf, each partition plate extends to form a clamping hook, an inserting sheet and a supporting sheet, each inserting sheet obliquely extends to form a stop sheet, the clamping hooks penetrate through the first grooves and abut against the lower surface of the bottom plate, the supporting sheets abut against the upper surface of the bottom plate, the inserting sheets stretch into the second grooves and abut against the stop sheets and the rear plate, and thus the partition plates are fixed to the goods shelf.