Many small e-businesses targeting Internet consumer markets operate in an increasingly competitive environment. The struggle faced by business owners striving to stay sustainable while abiding by moral principles constitutes a critical issue in business ethics. The purpose of this study is to explore the influences of moral virtues and Confucian ethics on small ebusiness entrepreneurs and their practice. Through in-depth interviews, fourteen online sellers in Singapore shared seven principles which impact the ways they mange a business, namely integrity, fairness, justice, reciprocity, generosity, authenticity and accountability. Not denying the need for business profitability, these entrepreneurs emphasize the importance of adopting moral principles towards fostering long-lasting relationships with their customers. Although not explicitly mentioned, some Confucian values such as reciprocity, righteousness, benevolence and social relationship still emerged, implying the presence of scant influence of Confucian ethics on Singapore Chinese e-sellers.