Digitalization is progressing more and more and in-creasingly influencing business processes in compa-nies. In this context, e-commerce plays an important role for the future development of rural areas. None-theless, there is so far no study which investigates the use of e-commerce for business purposes in rural areas. Hence, primary data was collected from 250 farmers by conducting a discrete choice experiment about the purchase of crop protection products. The "willingness to accept" (WTA) of agricultural entre-preneurs for e-commerce was estimated using a mixed logit model. The results show that agricultural entre-preneurs demand a discount when they purchase in-puts via online trading rather than from their current trader. Furthermore, the presence of a private respec-tively state label for an online retailer has a positive effect on e-commerce usage. However, the longer delivery time has a negative effect on the use of e-commerce for crop protection product purchases. The results show that consultation and personal contact between the dealer and the customer are of great im-portance. These core findings are very relevant to business practice, as they provide online agricultural traders of agricultural inputs with initial clues re-garding appropriate marketing measures and allow de-riving recommendations for policy measures. In addition, by considering individual-specific characteristics, it could be shown that there is a statistically significant relationship between the risk attitude and education level with the e-commerce acceptance of an agricultural entrepreneur.