In the current modern era, the use of the internet to fulfill living needs is not a stranger. The internet has become a primary need for all humans without exception like gender, age and other factors. One of the activities using the internet that is starting to get crowded is shopping. A few decades before, shopping was needed to visit the store directly physically. Now, we don't need to know where the store is because it has been brokered by a website called e-commerce. Even in 2016, the study said there were 8.7 million users who used e-commerce in shopping. One of the famous e-commerce sites is bukalapak. Bukalapak is a unicorn in Indonesia where the technology company is considered to have unusual ideas and solutions with a valuation of more than US 1 billion. one of Bukalapak's successes in its business is close relationships with users. Therefore, with this paper we will discuss the success of Bukalapak in building relationships with its users.