The applications and opportunities for e-commerce are increasing. The unique features of the Internet have changed the styles and competition of enterprises. The key factor for the survival of enterprises in this competitive environment is whether they know how to make use of these features to maximise advantages and to make profits. Different enterprises' e-commerce business models were investigated in the food souvenir industry in Hualien, Taiwan. This study combines the characteristics of network marketing and develops a business model for e-commerce. This innovative business model in e-commerce suggests a new paradigm for traditional industries. Copyright © 2009 John Wiley & Sons, Ltd.