In flowering plants, male fitness and sexual reproduction are influenced by floral characteristics, floral reward, distance between pistils and stamens, pollen presentation, and pollinator efficiency. Lycium barbarum L. is a species in arid and semiarid areas, such as Ningxia, Xinjiang, and Inner Mongolia, China. We observed and analyzed the relationships between floral characteristics, pollen presentation pattern, floral reward, and pollinator behavior within the mating system of L. barbarum in Kashi, Xinjiang. Our results showed that: (1) the floral longevity was (4.07±0.15) d. The duration of the male stage (0.07±0.01 d) was shorter than that of the female stage (4±0.01 d), which was indicative of herkogamy. Additionally, the pollenpresenting pattern showed incomplete gradual presentation. (2) Floral reward differed significantly among flowering stages. (3) Apis mellifera, Bombus sp., and Syrphidae sp. were the main flower visitors; the latter two, which were the main pollinators, showed high removal and low deposition of pollen. (4) The pollination experiment and pollenovule ratio (2 448.11±448.32) revealed facultative outbreeding characteristics. The low fruit and seedsetting rate from spontaneous autogamy and manual selfpollination indicated that the species was selfincompatible. The seedsetting rate from natural pollination was lower than that from crosspollinated flowers, and the species had a high pollen limit (40.71%). In conclusion, L. barbarum floral characteristics shows herkogamy and incomplete gradual pollen presentation, which is an effective strategy for avoiding interference between male and female floral functions, reducing the synchronous removal of pollen and ensuring male fitness. However, high removallow deposition pollinators, low pollination efficiency, and selfincompatibility in natural populations are the primary reasons for pollen limitation and female reproductive success in L. barbarum.