The current economic architecture of the Internet resembles more an Oligopoly-with several very large organisations dominating-than the idealised free market that many thought the Internet's characteristics-high non-local connectivity and low technical barriers to entry would enable. Internet-based individual and SME entrepreneur ship, as well as peer-to-peer markets, remain a poorly supported and underexploited arena for economic activity with a very large growth potential and enormous potential benefits for society at large. In this paper, we propose an open, self-adaptive, and P2P-based market infrastructure (OSAPEI) which will enable enterprises and individuals with little or no IT knowledge to build their own tailored e-Markets and e-Businesses. By providing a solid technical and theoretical foundation for business on the Internet, this work has the potential to lead to a clear paradigm shift for the next generation Internet.