This paper presents the results of an exploratory multiple case study about the use of e-commerce for selling roasted coffee from Costa Rica. Four Costa Rican roasting companies are considered. This study is aimed at addressing the questions of why such companies use e-commerce and how they do so. Based on the results obtained, we propose possible key success factors for using e-commerce in this type of companies. Notwithstanding the results of this study cannot be generalized, due to its qualitative nature, the proposed factors can guide similar studies in Costa Rica and other coffee-producing countries. This research contributes to the study of e-commerce in developing countries, in particular in relation to their own products. For this reason, it assists in understanding how information technology can support a greater economic and social development in these countries.