Expedia, Priceline, Travelocity, etc. serve as business-to-consumer online travel agencies. Travel agencies need to focus on 12 critical B2C e-commerce success factors to achieve efficient operations in the competitive travel and tourism industry. The 12 critical success factors are: (1) product content and variety, (2) privacy policy, (3) purchasing procedure, (4) pricing, (5) promotion plan, (6) payment model, (7) product range, (8) product search and order tracking, (9) insurance, (10) identity verification, (11) return and refund