Auctions are one of the most successful types of e-commerce. The price of this success is the incidence of online fraud and an increasing number of disputes between buyers and sellers. A better understanding of online trust is required. A qualitative study is discussed within this paper to identify factors that increase online trust at an online auction. A result of this discussion I seek to answer the question: what mechanisms do people perceive as important to increase online trust prior to an online transaction? A better understanding of online trust adds to the body of theory and can be used to improve the design of online auctions.