Abstract: An electronic media trading or dealing system, when customer provides specifics of the desired item and traders are involved in a reverse bidding striving to entice the customer to purchase their product is disclosed. Traders are denied the knowledge of the customer's identity until their bid is selected. The customer is not involved in any direct communications with traders, until the desired price is negotiated and the offer is accepted. This system and method saves the customer hours of browsing through countless websites in search of the desired merchandise. Additionally, the described system and method promote integrity among traders. As a result, customers win by attaining a much better deal on the product through a much lesser hassle often associated with any direct purchase, and traders are provided with a much better tool to reach potential customers without the use of a large sales force.