After detailed definitions of unilateralism, bilateralism, and multilateralism (partly based on examples taken from international trade global rules), the chapter discusses rewards and punishments in the relational commerce universe based on reciprocity. The first section of this chapter describes unilateralism in terms of total and unrelenting relational independence. Forms of opportunism are analyzed as well as ways of countering opportunism through various formal and informal, psychological, social, and legal means. This is followed by bilateralism and multilateralism (reflected, for example, in WTO rules for international trade) in the third section of this chapter. Objective and subjective dependence and independence in commercial transactions are examined taking into account the possible overlap of people's selves and extended selves for defining the form of subjective relationships.