Purpose: The purpose of this paper has been to study factors that influence the success of e-marketplaces. Due to the development of internet and information technology, a new business model called electronic marketplace emerged in recent years. Electronic marketplace (e-marketplace) is a website where buyers and sellers can trade and close deals. The popularity of e-marketplaces reached its peak in the year of 2000, when the number of start-up marketplaces was nearly 1,500. However, only seven hundred of them existed in July 2002. This fact made us interested in the question of what factors contribute to the success of e-marketplaces. Design/Methodology/Approach: We used case study method. The selected samplings are PT, an e-marketplace in mobile phone and PO, in print matters. Our data was collected from the companies' documents, websites, and in-depth telephone interviews with the owners and managers.Findings: Two types of industries that may be advantageous for e-marketplace have no connection to the literature; industries that have problems of unethical or unserious players and industries where products become out of date and prices fall very quickly. Some classic business rules of thumb are still applicable in this online context. E.g., PT still emphasized the importance of developing close relationship with members. One e-marketplace involved in sales activities, and it is surprised to learn that this makes up the biggest part of revenue of the company.Implications: First, e-marketplace can promote security and trust to its trading community as a value proposition, especially for those markets with low degree of trust and security. Second, in order to build liquidity, e-marketplaces can focus on customer relationship and implement many measures to develop a tight bond between members. Third, e-marketplaces can also involve selling activities and generate considerable revenues.Originality/Value: There is some previous research about success factors for e-marketplaces, but most of it is applicable for very large e-marketplaces. To our knowledge, there is no research on the issue with small business to business e-marketplaces. Another unique feature of our study is that two investigated e-marketplaces that are selected for our sample are start-ups and based in Sweden, and though very small in terms of employees, but are still able to operate their business on a global scale. The findings have practical contribution to the SME community, especially those involved in e-commerce.