The application of e-commerce and web technology in agruculture

The application of the latest information and telecommunication technologies is becoming inevitable in business development. Modern information technologies have been widely used in all stages of trading, from procuring, storing and handling goods, through selling and collection, to post-selling activities and costumer services, both in the wholesale and retail sector. Agriculture is an industry that, among others, has a large potential in the area of electronic commerce, and especially in the segment of web technology. In this paper we analysed several categories of web presentations – web sites that provide transaction cost savings, intermediaries on the electronic market, integrated services of electronic commerce and electronic commerce support service providers. We also systematised the benefits of using web technology. In the last section of this paper we gave the analysis of the current situation and potentials in the Republic of Serbia, giving an overview of introducing a new mobile phone technology for informing participants in the agricultural value chain