eCommerce is a faceless business arrangement where the process of creating trust towards merchants, hereby referred to as “merchant trust”, is still a big challenge. Merchant trust framework can be created by using factors such as existence, affiliation, performance and policy. In this paper, we present an information model for a merchant trust based on the previously cited factors. We then provide a framework for the implementation of the model using intelligent agents. Gathering the required information on the merchant is the first step in helping consumers to evaluate merchant trust in an eCommerce setting.