Customers`` trust in an online seller is considered to be an important factor for e- commerce success. The extant research has addressed the question of what online trust is and how some factors such as website usability are helpful to trust building. However, the question of where customers collect information about an online firm to base their trust belief and intention on has not been addressed. In this study, we investigate various information channels through which evidences are collected and trust belief is formed. A framework of four information channels is proposed based on social learning theory. We apply this framework to the initial online trust building for brick-and-click firms. Our results suggest that the social learning theory is a viable tool to understand different channels through which a customer``s trust is built.