This chapter proposes the idea of electronic commerce (EC) systems as tools that are created within a given context. The implications of this view are discussed regarding implementation of these tools in the business-to-consumer marketplace (B2C) and their impact on consumer activities and B2C processes. It is argued that EC systems by definition, are artefacts, tools that are made, used, inherited and studied within a cultural context. This context encompasses economic, historical, technical and social values and assumptions that are focused on particular ideas and definitions relating to B2C activities and processes. It is assumed that these ideas and definitions are mostly in evidence in any culture that applies EC systems tools for use. The issue we must face as makers, users, inheritors and scholars of EC tools, however, is that the tool context and inherent in-built values on which this context is based, particularly relating to matters of effective use of EC tools in a B2C marketplace, may not be evident across all cultures. This would make the successful use of EC, in a global sense, a difficult and complex undertaking.