Pharmaceutical Industry is reactively in conservative to applying information technology electronic commerce. Under the pressure of extremely competition and the progress of information technology, many electronic marketplaces (EMPs) have been established since year 2000, in order to catch new opportunities or enhancing procurement efficiency. This is interesting phenomenon that the initial period of EMPs is public, but finally only the private EMPs survive. We conduct multiple case studies in this study. From this study, it is discovered that the adoption of EMPs are influence by perceived benefit and multiple ordering functionality. However, the survivals of EMPs are influence by critical mass, Industrial characteristic, and standard data exchange format.