This study is designed to enhance the distribution efficiency by analyzing the current state and the issues regarding online agricultural product based on logistics of wholesale market, using a survey on the micro enterprises who use the wholesale market. The logit model is applied to analyze the factors affecting Retailer’s Perception for the Online Agricultural Market. The result also shows that the main reasons the micro enterprises use wholesale market are low price, various assortment of goods and the excellent taste and the freshness of the product. On the other hand, the excessive long extent of stay and the transportation time were the main inconvenience for the micro enterprises who use the wholesale market and the major cause to not use the market for the micro enterprises who do not use the wholesale market.