This article examines how technology may be used continuously in organizations. Particularly, it investigates the organizing practices that support continuous technology-use. Exploring such organizing practices is meaningful because they could sustain ongoing organizational innovation. A field study on the enterprise application of e-auction (electronic auction, or otherwise known as online reverse auction and electronic bidding) is used to illustrate how a marketplace is effectively maintained over a span of seven years. Our findings identify a set of market-making practices and its principles that underscore sustained use of e-auction. This research contributes to literature on technology-use and adoption, as well as adds to studies on the electronic marketplace. It also offers practical lessons to implementers who seek to adopt the e-auction to achieve significant cost-savings and streamline the supply chain.