Over the years, there has been an increasing interest in research efforts to develop customer-merchant trust models. Several types of these designed ecommerce fraud prevention models protects merchants, merchant stores and credit cards while defrauded customers uses established laws and policies to fight their cases. A survey of existing fraud prevention models was analyzed and component that checks merchant integrity within the transaction system was not present in the ecommerce models. The proposed system incorporates rule-based techniques and defined checks against fake virtual stores. Questionnaire was distributed to online customers about the acceptability of the new model. The analysis showed that the proposed Multi Authentication Ecommerce (MAE) Model is acceptable by online customers. In future, the efficiency of the ecommerce proposed model will be demonstrated by developing and implementing MAE fraud prevention model. The quality of the proposed model will be measured using the data generated.
