ISSN : 1796-217X
Volume : 4    Issue : 3    Date : May 2009

B2B E-Marketplace Adoption in Agriculture
Xiaoping Zheng, Chunxia Wu, Dong Tian, and Xiaoshuan Zhang
Page(s): 232-239
Full Text:
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The Internet provides new opportunities and challenges for agricultural product marketing. B2B
E-marketplace is a model of E-commerce, which has been used to trade a wide range of goods,
including agricultural products. The paper attempted to analyze the benefits and critical factors of
B2B e-marketplace in agriculture product marketing case study by Shandong Shouguang Vegetable
Trading Market Online (SSVTMO), which is a integral system including information publish system,
visual digital transaction system and online auction system based on medium long-term spot
trading. SSVTMO can implement value creation by personalized information services, control of the
fulfillment process, Strategic partners network and controlling complexity. Furthermore,
E-marketplace adoption in agriculture still faces technology and collaboration barriers.

Index Terms
e-commerce, B2B E-marketplace, Agricultural product logistic, Vegetable Trading, Medium
Long-term Spot Trading