Building trust assurance particularly in case of commercial practices in cyber space without physical contact is a very complex task to tackle. Several factors are interrelated in not necessarily technical but also societal dimensions over the entire process of e-commerce firm ex-ante through ex-post transactions. This paper attempts first to brief the substance of e-trust and examine the natuure of its complexity by using system dynamics simulation technique, followed by its current address and the future directions to move. A framework of 3 x 3 matrixes is deviaed and the key issues of e-trust are mapped into cross-cells of the table. The paper also includes some possible suggestions on the matter of trust assurance especially for B2C and B2B in policy wise and organizational perspective from the context of international collaboration.