Apparel industry is one of the largest business that serves online customers around the world. Indonesia as a country with the huge apparel industries enjoys the growth of online business. With the consistent growth of middle class economy, apparel industry has become the most promising online business in Indonesia. Due to its huge supplies and demands, have created complex business environment for apparel industry in Indonesia. It combines with online issues such as we b quality, security and trust, are the main issues haunting major Indonesian customers, which are developing their knowledge about online business. The paper uses a case study of the largest online apparel vendor in the South-East Asia, Zalora, where it has strong customer bases in greater Jakarta area. The paper examines the important factors of website quality, security and trust and relates them to the purchasing decision.
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