B2B E-Marketplace Adoption in Agriculture

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.