Rural small businesses struggling against the current of competition from "big box" retailers, weak consumer demand, and on-line shopping options must find strategies that work. Many are finding that adoption of e-commerce strategies is a key to survival, even prosperity. This article highlights the lessons learned from a recent case study research project of rural businesses from across the country, sponsored by the National Extension E-Commerce Initiative. Suggestions are provided for Extension educators to use these materials to directly assist rural businesses consider thoughtful adoption of e-commerce strategies. (Contains 1 table.)