In this paper, the impact of e-commerce for agro-food and organic food marketing is specified in both theoretical and practical aspect. Firstly, based on the international literature, a theoretical framework is given for the applications of the Internet as a marketing tool. The second part of this work concerns the results of a survey that was conducted in Crete in order to investigate how the local agricultural cooperatives and firms use or tend to use the business methodology of e-commerce. Cretan consumers and managers reveal their expectations from the new technology. From this survey, valuable information about the practical relation of e-commerce and the agro-food market of the island comes to light, while the differences with the theory are noticed.