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In recent years with the improvement of information communication technology (ICT) and wireless communication, Online Trading Environment (OTE) has become a popular E-commerce platform to connect sellers and buyers in an efficient way. As, OTE’s are increasing in a wider range, the authentication and verification of entities in OTE network becomes a challenging task. Although, some authentication schemes exist in OTE’s, they have flaws such as account creation delays, authentication delays, communication cost and user privacy. In this work, a trustworthy and secure anonymous authentication scheme is proposed to prevent malicious users to enter into the OTE network. In addition, our proposed scheme provides conditional privacy to users until they maintain a genuine relationship with other entities without compromising. If any dispute occurs, then the system will revoke the access of that particular entity. Moreover, the security and performance analysis in this work concludes that our scheme ensures a secure interface to provide sustainable trading experience to users by taking less computation cost and communication delay when compared to other existing authentication schemes.