This paper argues that a better understanding of the business model of web auctions can be reached if we adopt a broader view and provide empirical research from different sites. In this paper the business model of web auctions is refined into four dimensions. These are auction model, motives, exchange processes, and stakeholders. One of the objects of this research is to redefine the blurry concept of the business model by analyzing one business model, the web auction model. We show in this research the complexity and diversity of factors contributing to the success of the web auction model. By generalizing the results to the level of business model we also show how complex and diverse business models can be. Motivated by the lack of empirically grounded justification for the mixed business results of web auctions, this paper adopts a qualitative approach that includes telephone interviews with web auctions developed in different European countries
