Abstract: A computer-implemented method of conducting an online auction includes the steps of receiving listing information from a seller for creating a listing for a product offered for sale by the seller, enabling the seller to select a chance-based incentive to encourage bidders to bid on the product, storing the listing information in a computer searchable database, the listing information identifying those listings having associated chance-based incentives, receiving one or more search requests including search criteria from one or more bidders, searching a database for products matching the search criteria, transmitting information for those products matching the search criteria such that a list of those products matching the criteria can be displayed to one or more bidders and identifying those products having a chance-based incentive, receiving one or more bids for the product from one or more bidders and identifying a successful bid for the product and the successful bidder placing the successful bid and deter