This case history takes place at the biggest flower auction of the world, the Aalsmeer Flower Auction. Directors of the Aalsmeer Flower Auction felt that the Internet might play an important role in the future of their business. They believed that an active and leading position in applying electronic networks could secure and even strengthen their dominant position and that a policy of restraint could be a threat if other parties should enter this market with electronic auctions. At the end of the 1990s, they started various e-business initiatives. The case study describes the different e-business initiatives and the responses from suppliers, customers, managers and other stakeholders on each of these initiatives. Readers will be challenged to analyze this material and offer advice to the management of the auction about future directions with respect to e-business.