With numerous value-added deals available to clients, the popularity of online marketplaces is undeniably rising. In Malaysia, foreign-owned e-marketplaces predominate in the online marketplace. Due to intense pricing rivalry, local producers and distributors have disadvantages while using foreign e-marketplaces. In an effort to support regional producers and distributors, a local e-marketplace has also been made available to Malaysian potential customers to facilitate trading activities in local online platform. However, those domestically run and controlled are still lagging behind in terms of appeal to Malaysian consumers. Thus, the objectives of the study are: (i) To identify factors that contribute to e-marketplace popularity and (ii) To determine the causes of the local e-marketplace users' reluctance. Qualitative research method will be applied by distributing structured questionnaires to respondents. The study's findings will help local web designers and mobile app creators optimise their work so that it appeals to Malaysian users. Further research is required to validate the factors identified to fill the gap in previous studies.