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Abstract
Agricultural producers in China encounter many issues in marketing their products to end customers. As a result, many have ended up selling their produce to middlemen, but many middlemen manipulate the situation and squeeze producers so that it has become difficult to realize profits. With the proliferation of Internet access and increasing computer literacy rates, this research seeks to understand if Internet marketing could play an important role in helping these agricultural producers. It identifies gaps and opportunities. Gaps exist when there are differences in producer and consumer opinions. This also points to opportunities which producers could leverage to improve their marketing capability. Moreover, these gaps also suggest that producers may be assuming risk in the wrong direction. The current research focuses on 12 identified roles and evaluates the possibility of their success in the agricultural sector of China.