The purpose of this qualitative research was to explore the small business end-users' experiences and challenges with cloud data storage and security perceptions of cloud emerging technologies security tools. Cloud data storage security is critical to business success, as more small businesses move to cloud data storage. The intent of cloud data storage is the preservation of data, so it remains private and used strictly for the businesses' primary purpose. The end-users primary concern is the lack of security in the cloud. The literature revealed a large quantity of research completed on data and the cloud. However, there was a gap in the literature on the perceptions and experiences of end-users trust in cloud data storage. The central research question used to investigate and address the research problem was: How do the perceptions and experiences of challenges with cloud data storage and security perceptions of cloud emerging technologies security tools affect the trust of small business end-users in cloud data storage? An exploratory generic qualitative study design was utilized to explore the cloud data storage experiences, challenges, and security perceptions of the emerging technologies' security tools among end-users of small businesses. The exploratory generic qualitative design was used to conduct individual interviews with participants, using semi-structured, open-ended interview questions. The researcher interviewed end-users with at least one-year cloud experience from four different types of small businesses with no more than 100 employees. For this study, the population was identified as 20 small business information technology end-users of cloud data storage. Data were collected, coded, and tracked using Microsoft Excel to enter the collected data into NVivo computer software for analysis. Common themes and experiences of participants were identified during the interview process. The gap identified in the literature was the perceptions and experiences of end-users trust in cloud data storage.