Amongst the many events of historical proportions wich have marked the last few years of the twentieth century, the advent of the "new economy" based on computing and telecommunications in a market without frontiers, deserves a significant mention. Besides different types of services (tourism, financial, etc.), the advent of the virtual market has also affected industrial, art craft and agricultural products, because of the interest shown by all types of economic agents, including those involved in the agro-food sector. This study focuses on the benefits wich e-commerce could bring to those who adopt it and on the constraints wich limit its functioning, as well as analysing the economic potential wich e-trade represents with specific regards to agro-food products and services, and more specifically to the food sub-system. The paper highlights a few specific points wich are critical for success: - to fill the gap in professional skills for the new technologies; - to promote this new commercial channel for small and medium enterprises; - to eliminate the mistrust towards e-commerce wich is still rooted in consumers; - to engage the government at all levels to introduce policies to benefit e-trade in their development strategy; - to promote a "vertical" and "horizontal" variety of the products; - to improve the clarity, the accessibility and the navigability of the information available in the Web-sites.