This study attempts to develop a framework to analyze and estimate various effects of agro-product e-commerce, and to find out the actual effects of the farmers operating on-line shopping systems through the developed framework. A depth-interview semi-structured on 5 farmers was acted to seek out latent effects which were disassembled and re-assembled into 3 dimensions; input costs, e-internal effects and e-external effects. E-external effects divide into e-indirect effects and e-societal effects. A survey from 29 farmers reveals that the e-internal effects are 26,929 thousand KRW a year, e-external effects 6,734 thousand KRW, and input costs 7,202 thousand KRW. ROI(Return on Investment) in 2007 is calculated at 367%.