B2C, the acronym for "business-to-consumer", is a business model based on transactions between a company, that sells products or services, and individual customers who are the end-users of these products. B2C ecommerce definition suggests the commerce transaction through a company website featured with online catalog. Most Internet users are familiar with the B2C ecommerce model. Consumers appreciate the convenience of online shopping where they now can purchase clothes, electronics, media subscriptions and services via Internet. In the past couple of years, the total online revenue in Europe has been worth about 500 billion euros. And according to reports, the further growth of industry is predicted; ecommerce market's full potential has not yet been reached. The established players are not always the competition. As on any emerging market, B2C ecommerce participants have huge potential in niche and local fragmentation. The winning formulas vary for international multi-channel distributors, theme-based online stores, specific deal aggregators, or national closed retailing. But the key challenges are still quite similar for all B2C online stores.