Electronic markets have opened a new type of market for customers and organizations, and have become a serious alternative to traditional, non-electronic markets. There has been little comparative analysis of these two market types, and the market strategies that are adopted in each. This paper explores the differences between traditional and electronic markets, identifies possible market strategies related to electronic markets, and investigates factors associated with the adoption of these strategies. Our empirical analysis will provide an insight to reasons for adopting different market strategies.