This research explored the Internet based phenomenon of eBay, an online auction house where goods are bought and sold in an international market. The aim of this research was to reveal selected eBay traders’ underlying attitudes, specifically with respect to issues surrounding the notion of trust. A qualitative methodology via case study technique was the approach used to guide the study. Nine eBay traders from various countries, such as Australia, the UK and the US were interviewed. The eBay traders’ experiences and understandings of this phenomenon were shared through individual, semi-structured interviews. A major finding uncovered by this research was the high level of trust the participants displayed towards other eBay traders. This finding may serve to explain why eBay has become one of the most successful online auctions in such a short period of time. This research also uncovered that there were several factors that influenced trust between trading partners. These factors included the feedback system and risk.