The findings of this study are limited to the e-grocery market, and therefore E-SQUAL’s psychometric properties need to be tested and validated further in other retail contexts in order to arrive at more comprehensive evaluation of the validity of E-S-QUAL and its dimensions. In particular, because grocery shopping is a replenishment, low-involvement, goal-directed activity, E-S-QUAL needs to be tested in more high-involvement, less goal-oriented shopping contexts such as fashion clothes shopping, for instance. In the high-involvement context, for instance, it is likely that non-service quality features (such as hedonic elements) of the website may be more important than in the low-involvement shopping context. This suggests that shopping orientation may act as a moderator of service quality perception, and this is therefore worth investigating. The study is also limited to just one country; a useful extension would be to expand the research into a number of other countries with different competitive, consumer, and business environments.