This study analyzes antecedents of customer trust on conducting e-commerce transactions by evaluating customer trust on the sellers and e-commerce platform. This study uses structural equation modeling (SEM) to test relationships among the aforementioned factors. The sample comprises 435 respondents of e-commerce users in Indonesia. The findings suggest that users trust in sellers are influenced by information quality, service quality and seller's reputation. Meanwhile, users trust on e-commerce platform are influenced by information quality, system quality, third party certification and e-commerce platforms' reputation. © 2019 IEEE.