Appropriate understanding of customers’ needs plays a major role in the success of the commercial enterprises. Customers’ needs interact with their perceived values: hence, understanding Customer Value is a key to success in almost all transactions including online shopping. Development of online shopping also depends on appropriate defining of customers’ values and with due consideration to the fail and fall of large companies such as WebVan in the US (that was incorporated with huge investment) in-depth surveys on customers’ values has got importance and several researches have been conducted in the US and Europe, especially in the Scandinavian countries. The present research is to investigate the Customers’ Values in that are proactively influential on e-grocery shopping in the Iranian market. This has been achieved through a survey among the SHAHR VAND Chain Store Co.’s customers who have been asked to provide information in this respect through questionnaire. The results proved that the Customers’ Values are similar to elsewhere, but with different ranking.