Electronic trade or e-trade is a resource that is increasingly gaining prevalence worldwide today. Organizations may see this technological resource either as an opportunity or as a threat. The purpose of this research is to determine the level of use of electronic commerce on the part of medium-sized business owners in Palmira, Valle. It is also aimed at determining the advantages, potential, and disadvantages of this trading instrument. This paper provides a review of existing documentation regarding the development of e-trade in the global, Latin American, and Colombian arena. A descriptive quantitative methodology was used and applied to a sample of medium-sized business owners in Palmira. The respondents in this study completed an on-line survey that allowed systemizing answers and showing information regarding business connectivity and the most frequent uses of the internet not only for making their organizations, sales, and potential more dynamic, but also for overcoming their barriers. The survey revealed that, although the companies that participated in the study have hardware resources and connectivity, they do not have specialized e-trade platforms in place, and this is the reason that their on-line sales are so poor. The primary reason for this poor performance is that they are not aware of the potential of this technological resource and have a perception that e-trade is insecure. Consequently, a recommendation is made here for government agencies and economic guilds to disseminate, assist, and train business owners from Palmira for them to make best use of the potential of e-trade for their own benefit.