B to C, one of the representative of ITeS, is considered as the means to revitalize rural economy. There are some cases where B to C business models is used by rural corporations and rural stores. B to C provides great potential of business for rural stores. At the same time, it has the limit in the view point of differentiation of stores and transportation cost of goods.In this paper, four cases are shown in order to illustrate the success factors for rural B to C implementations.??They suggest four features about B to C in order to revitalize rural economy. That is, branding, collaboration of rural stores, means for advertising medium, and possibility of strengthening buying power. They would be helpful when we use B to C as the means of revitalizing rural economy.