Why customers reluctant to buy from your website?

It has become apparent to researchers that traditional approaches are not sufficient to foster trust for today's pervasive online businesses. Individuals and businesses are adopting e-commerce as means of resources, improvements and generating revenue. As online transaction increase, it is important to understand why users still reserved on conducting business online. This research aims to overcome this situation, by developing a better understanding of online customers' trust perceptions in United Arab Emirates. This research paper identifies and discusses the factors that foster trust in online business in United Arab Emirates. Corrective actions that could generate trust in e-commerce systems will be discussed to assist the online businesses who endeavor to serve online users.