Reverse logistics, that is, all operations related to the extension of useful lifecycle for used products, commercial returns, excess inventory and packaging materials, gains increasing attention globally for its promising financial potentials, its sustainable growth alternative and the environmental positive impact it could have. In this paper, we include a brief discussion of the major reverse logistics issues and we present the new e-business models in this field. We identify key factors for their competitive advantage and we discuss conceptual and current opportunities for these e-business models to thrive and advance. Finally, we outline some possible future developments of e-commerce tools for reverse logistics.