e-Marketing and Internet Functions of Agricultural Products In SME In Greece

The permeation of new technologies combined with the high cost for running a shop force enterprises to search for new sales methods. Network applications and ICT (Information and Communication Technology) can help achieve e-commerce goals. In Greece, many enterprises in the agro-food and drink sector already have an internet presence. This paper studies the adoption of e-commerce in websites that support e-commerce activities within the agro-food and drink sector. Therefore, the paper aims to identify and evaluate their qualitative and quantitative content characteristics, rank them according to 6 content characteristics/criteria using the multicriteria method of PROMETHEE II and classify them in groups of similar adoption. The findings of this study reveal the rate of adoption of e-commerce in the sector and can be a valuable model for the designers of the websites that promote ecommerce activities within the wider area of wood.