This book presents a research that seeks to reveal the factors contributing to B2C e-commerce success from the Lithuanian and Danish perspectives. The main aim of the research is to analyze B2C e-commerce performance and determine its success factors. B2C e-commerce decisions and success depend on country and sector specific situation. However, this dependence is not very high and is mainly based on external factors such as market size, maturity, online shopping prevalence, education level, buying culture, etc. Experts present B2C e-commerce success as a complex process which incorporates a number of important factors, and orientation or improvement of only one activity can''t lead online retailer to success. As the most important groups of factors the research distinguished the appropriate initial preparation and value creation for consumers. Despite the limitations, this research can be the background for further exploration of peoples'' buying culture and value in online shopping. Also this research can be extended with particular online retailers'' sample by performing a case study.