The aim of the paper is to measure the moderating role of gender, age and Family Income between e-SQ of e-shops and Perceived value using e-SQ scale in online shopping. Data were collected from 412e-shoppersfrom all over the India. Statistical techniques such as PROCESS Procedure for SPSS Version 3.4 Macro by Andrew F. Hayes-2018 for moderation bootstrapping test was used to analyze the data. It is resulted from the research findings that the interaction effect of gender, age and income between the relationships of e-SQ and Perceived Value was significant and positive. Examination of all the interaction plots such as gender, age and Family Income also showed an enhancing effect of e-SQ on perceived value with the moderation of demographics of the customer.