We in this paper via a detailed literature review and by relying on our experiences attempt to conceptualize a reference model for e-markets. Our model has five dimensions which are i) transaction focus ii) market orientation iii) revenue sources iv) ownership bias and v) relationship orientation. Each of the dimensions is classified further into categories. Through multiplying the second level categories, we find 480 relationships that require studying. Strategic archetypes approach just as the inductive and deductive approaches can use the dimensions identified in our framework. Our efforts serves two purposes. First, it helps in synthesizing our knowledge about e-market. Second, researchers can use the model for defining research possibilities and while positioning their work. We are of the opinion that knowledge can be accumulatively furthered when the proposed model or a revised version of it is used for referencing. Practitioners can also use our model for evaluating an e-market.