Boost your understanding of online shopping dynamics with this vital study on e-service quality. Explore how high service standards build crucial consumer trust, positively impacting attitudes toward online retail, especially within developing economies. Gain practical insights from cross-cultural comparisons that are highly relevant to India’s booming e-commerce landscape. Discover strategies to mitigate risk perception and foster greater customer confidence. This research is essential for Indian e-commerce professionals, digital marketers, and academics seeking to enhance online customer experiences and drive sales in the digital marketplace.