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Electronic Commerce (E-Commerce) is considered a new channel of distribution that consumers can reach websites at anytime and from anywhere. In reality, however, consumers are not yet confident in on-line transactions. Several Thai website owners who operate business to consumer (B2C) e-commerce stated nine major success factors: government support, security and privacy, customer service, administrative support, online promotion, product uniqueness, logistics, product variety, and image creation. It is necessary that website merchants study various success factors, having impact on achieving business value of e-commerce investment and building customer trust which would then bring long-term profits to the organization.