In the agri-food industry, Internet-based applications changed the way companies conduct business mainly by facilitating activities that were already taking place, rather by giving birth to virtual networks creation. Due to the specific characteristics of the sector, Internet's huge potential has not been fully exploited yet, still remaining a new communication tool. This paper aims at giving empirical insights regarding the use of Internet-based applications in the agri-food supply chain, by focusing on the Greek fruit canning sector. In particular, the paper identifies companies' perceptions regarding perceived benefits, constrained factors and motivation factors towards the use of Internet-based applications. Results indicate that companies recognise benefits arising from the use of Internet, however they still use traditional ways when communicating with their partners. Regarding transportation issues, while companies overall satisfaction is rather moderate and differs significantly from the importance placed on a number of criteria, companies are still sceptical in using Electronic Transportation Marketplace. (c) 2004 Elsevier Ltd. All rights reserved.