It is widely believed that B2B e-commerce will help firms in developing countries to reduce cost and to improve their access to global market. Yet, developing countries are still some way from success in their adoption of B2B e-commerce. This paper explores social and cultural perspectives that impact on B2B e-commerce adoption in developing countries. Interviews were conducted with key informants from various industries in Thailand. Some common problems related to social and cultural issues faced by industries are presented. It was found that even though B2B e-commerce was implemented in many firms, its use was still very limited. Firms do not feel that they have benefited much from B2B e-commerce adoption. The problem identified is that the immediate social and cultural expectations of e-commerce users in Thailand are not being met by e-commerce technologies. It appears that technologies that have evolved from Western society are designed to meet needs that do not necessarily exist in the commercial environment of Thailand.