Abstract: User engagement seeks to engage users, attract users and hold users attention towards the product or services. In order to increase user engagement, the user needs to be motivated to interact with the system. However in current online buying and selling studies, one of the main challenges is to keep the user engaged in performing their desirable buying and selling behaviors and achieving their transaction goals in e-Commerce website. This study explored the relationship between intrinsic motivation and user engagement in online buying and selling. It was found that intrinsic motivation using gamification strategies are able to increase user engagement to achieve their goals. In this study, we propose a set of conceptual gamification strategies which apply the intrinsic motivation to increase user engagement in online buying and selling. This study, also presents few environments that applied these strategies which can be adopted to increase user engagement in online buying and selling activities.