The lack of trust in e-commerce that was perceived by Muslim e-commerce consumers in Jakarta, Indonesia which drives this research. A survey was distributed to people of Jakarta and the sample 302 respondents were Muslim e-commerce consumers and productive age of 15-64. Quantitative analysis tool was used Structural equation modelling (SEM) Analysis of moment structures (AMOS) to compile the research. The finding of this paper is the influence of the attributes (siddiq, amanah, fathonah, istiqomah and tabligh) of Prophet Muhammad PBUH on trust and there was no influence trust on participation. The security and privacy of consumers were the issues cause e-commerce purchase participation. Its necessary to develop and innovate technology regarding security and privacy so that the convenience of e-commerce shopping and transactions can be perceived. The attributes are applied in accordance with the main priorities, fathonah, siddiq, istiqomah, tabligh and amanah, the attributes of Prophet Muhammad PBUH in the strategy of developing business ecommerce, especially during the COVID-19 pandemic, as an alternative in trading way.