This study proposes development strategies for domestic e-commerce of agricultural products. So far, it grows quantitatively so fast, but because of lack of continuous management, it does not work properly. Previous studies have some outcome for vitalization of e-commerce, but they have limits that they neglect rapid changes of e-commerce circulation structures and practical problems farmers go through when they sell their products. This study deals with these problems more than previous. The first phase of this study analyzes two cases of overseas successful and failure e-commerce sites of agricultural products, for example, Wine.com and Webvan.com. The second phase analyzes As-Is and distribution structure of domestic e-commerce of agricultural products. Finally this study asserts three strategies for domestic e-commerce of agricultural products based on Web 2.0 environment.

• 박흔동(서울대학교 지역정보전공) | Heun Dong Park
• 채유석(서울대학교 지역정보전공) | Yooseok Chae
• 문정훈(서울대학교 지역정보전공) | Junghoon Moon