E-commerce will strongly penetrate the market if coupled with appropriate technologies and mechanisms. Mobile agents may enhance the intelligence and improve the efficiency of systems in the e-marketplace. We propose a dynamic multi-lateral negotiation model and construct an efficient negotiation strategy based on a ranking mechanism that does not require a complicated rationale on behalf of the buyer agents. This strategy can be used to extend the functionality of autonomous intelligent agents, so that they quickly reach to an agreement aiming to maximise their owner’s utility. The framework proposed considers both contract and decision issues, is based on real market conditions, and has been empirically evaluated. Moreover, it is shown that in a linear framework like the one we employ, more elaborate ranking mechanisms do not necessarily improve efficiency.