Digital adoption help economic growth and brings long term benefit. Increase in internet users over the past years drive digital revolution in Indonesia. As a result of digitization there are changes in the way people consumed goods and services. Buying and selling online turns traditional business processes into platforms. Electronic commerce as one type of business platform helps consumer welfare by providing cheaper options, greater product variety and convenience. Indonesia's e-commerce is expected to have a compound annual growth rate of around 30% in 2021 until 2025. This study aims to investigate the effects of value and behavior toward electronic marketplace quality moderates by trust and user types on grater Jakarta area. The purpose of this research is for the electronic marketplace to deliver better quality for users and for users to help maximize electronic marketplace benefits. This study uses a quantitative research approach where 154 samples were collected through a questionnaire which is an electronic retail marketplace user in greater Jakarta area during September-October 2021. The analysis of the variables used is partial least square (PLS) structural equation modeling (SEM).