The CASBA [1] project is developing an electronic marketplace to improve the quality of existing electronic commerce services, by introducing a higher flexibility and automating trading processes. This is achieved through the use of intelligent agent technology, enabling the market framework to offer timesaving automation of auctions and flexibility through negotiations among the agents. The main objective is to expand the range of business models and transaction scenarios which may be handled online beyond those which are commonplace today and thus enabling a more flexible trading process on the whole. All six stages of the Consumer Buying Behaviour model (CBB) including merchant brokering and payment are addressed.