Coalition formation is an important method for cooperation for on line agents. Coalition among such agents may be mutually beneficial even if the agents are selfish and try to maximise their own payoff. On line agents that will form a coalition can gain by using the greater market power that coalition provides. In e commerce where self interested agents pursue their own goals, cooperation and coalition formation cannot be taken for granted. It must be pursued and achieved via argumentation and negotiation. In this talk we present our multi agent approach to this problem, where we typically create one or more agent, each with its own agenda and preferences and have the agents electronically negotiate with each other in order to form a coalition. We are mostly interested in the question of which procedure should the agents use to coordinate their actions, cooperate and form a coalition. Constrains such as communication cost and limited computational time are taken into account. This approach, while still primitive, offers the most hope for coalition formation in E commerce as it is not constrained by Game Theory assumptions and does not limit itself to cooperative bargaining contexts . It handles mixed-motive bargaining context in which the agent compete as well as cooperate among each others.