The findings of this research are mostly useful to those who intend to penetrate international “Business to Consumer” markets. One of the key challenges of ONLINE businesses is how they manage service quality, which holds a significant importance to customer satisfaction. This paper is purposed to unveil customers’ perceptions on service quality priority and different cultures’ expectations in ONLINE shopping. The questionnaire utilized, was based on the SERVQUAL instrument that identifies five quality dimensions. This study indicates that in the developing countries customers need more security and clarity in transactions. The managerial and theoretical implications are provided.