Business has shown a willingness to adopt new methods that make it quicker and more efficient. Electronic commerce certainly offers that possibility. Only a few short years ago we would have all been ready to believe that electronic commerce would be the only way business would be transacted in the future. We now know that doing business on the Web is just another way of doing business. In agriculture, and cotton marketing more specifically, things are not any different. Electronic marketing is not the only way business gets done, but increasingly it will be one of the ways it gets done. However, if electronic commerce is really here to stay, what benefits does it provide? Is better price discovery and transparency it’s primary benefit or is there more to it?