Negotiation is a process that takes place in all areas of life. The negotiation process is an indispensable part of business relations, company operations, politics and non-profit organizations. In order for the negotiation process to be as successful as possible, it is important that the negotiators have a goal that they want to achieve through negotiation. Given that technologies are developing more and more every day in everyday work, a form of online negotiation has started to be used. The advantages of online or electronic negotiation are financial savings, increased efficiency, motivation and productivity, while the disadvantages include the difficult establishment of trust, reduction of non-verbal communication, suspiciousness and impersonality. The subject of this paper is the analysis of the influence of online negotiation on the business of farmers in Northern Croatia. The main goal of the work is to define business negotiation with an emphasis on the dimension of online negotiation and its determinants, to point out the importance of negotiation as a fundamental business process, and to analyze the impact of online negotiation on the business of farmers in the mentioned area. The conducted research and theoretical analysis point to the fact that respondents use the benefits of online negotiation in their daily work. It greatly helps them in communicating, agreeing and negotiating with customers and clients who are far away or live outside the country. During the Covid-19 pandemic, there was an increase in the use of online negotiations, but respondents still want a return to "face-to-face" negotiations.