As the development of Internet and World Wide Web has accelerated, companies have begun to realise the potential of this growing market. Today there seems to be major obstacles to the promising growth, lack of trust in secure electronic payments and consumers’ fear of exploitation of their identity. Whether or not these fears are well founded they have to be taken into consideration if electronic commerce is to realise its potential. Our purpose with the thesis was to investigate how business-to-consumer companies without a well-known brand, using electronic commerce, build trust on-line to overcome the lack of trust in transactions of money and personal information? We did a multiple case study at two Swedish Internet companies, where three interviews were conducted. By a thorough analysis we came to the conclusion that these companies correspond well to the theories about building trust on-line.