An online auction system includes a host system which has at least one processor executing processor executable code, at least one non-transient memory communicating with the at least one processor and storing processor executable code, wherein the processor executable code when executed by the at least one processor, causes the at least one processor to: (1) transmit a first signal to a network indicative of a first auction presentation page for auctioning an item, the first auction presentation page having a bid mechanism and being free of a buy-now mechanism; (2) receive a first bid signal from a user terminal indicative of a first activation of the bid mechanism; and (3) in response to receiving the first bid signal transmit a second signal to the user terminal over the network indicative of at least a portion of the first auction presentation page having a buy-now mechanism.