The following paper shows the work in progress in the frame of the specific support action Program “E-Trust”. A initial qualitative study was carried out in order to find out evidences and opinions about the performance of e-commerce in the agricultural and food sector. The paper shows a brief description of the barriers, advantages and e-business tools related with the adoption of e-commerce. In order to explore this topic, qualitative interviews were conducted. The results of this first stage related with gaps and barriers in the e-business agricultural sector. Some results are the concerns such as the reluctance to adopt e-commerce strategies, the challenge of making perceptible the sensory characteristics of perishable products, the vulnerability to “electronic mistakes” and the necessity of laws to allow persons to complain just in case.