This e-book is devoted to intelligent e-services applied to B2C e-commerce. Most of the articles in this issue include extended versions of selected papers originally presented at a special session during the 28th North American Fuzzy Information Processing Society Annual Conference (NAFIPS), held in Cincinnati (Ohio, USA) on June 14-17, 2009; a guest contribution comes in the form of paper by Kyle B. Murray, Jianping Liang and Gerald Haübl. The articles deal with diverse aspects of recommendation systems and intelligence-based agents applied to support B2C e-commerce.