Most people concur that electronic markets constitute a significant innovation that will radically alter markets in the future. However two key questions remain. Who will stand to benefit from electronic markets? How should various existing market players position themselves in regard to initiatives to establish such markets? This case discusses these two questions by studying the air cargo industry in Hong Kong, where an electronic trading network has recently been launched with considerable success. It analyzes how and why this electronic network became an instant success and it also addresses whether the network will evolve into an electronic market. Furthermore, what stakeholders are in favor of such a move and who will seek to resist it?