Besides significant benefits, the trend of e-commerce development gives rise to a lot of challenges in terms of developing trust between the company and the consumer. A lack of trust leads to withdrawal from e-transactions. The paper is thus aimed at identifying and explaining the most important factors that affect the increase in users' trust in e-transactions. Besides an analysis of available papers in this area, a field research was conducted on a sample of 512 respondents in Bosnia and Herzegovina in order to develop a structural model of users' trust in e-transactions. Research findings confirm that the basic factors of an online trust model are: website usability, privacy, security, expected product performance, loyalty, and electronic management of customer relations (e-CRM).