We first show that for any bipartite graph H with at most five vertices, there exists an on-line competitive algorithm for the class of H-free bipartite graphs. We then analyze the performance of an on-line algorithm for coloring bipartite graphs on various subfamilies. The algorithm yields new upper bounds for the on-line chromatic number of bipartite graphs. We prove that the algorithm is on-line competitive for P7-free bipartite graphs, i.e., that do not contain an induced path on seven vertices. The number of colors used by the on-line algorithm for P6-free and P7-free bipartite graphs is bounded by roughly twice, respectively roughly eight times the on-line chromatic number. In contrast, it is known that there exists no competitive on-line algorithm to color P6-free (or P7-free) bipartite graphs, i.e., for which the number of colors is bounded by any function only depending on the chromatic number. Key words. on-line coloring, bipartite graph, (on-line) competitive AMS subject cl...