Cross-cultural marketing and advertising research reveal important influences of culture on the global consumption of the Internet and its World Wide Web. The prevailing concepts of culture in this field of research—drawn mostly from the models of Geert Hofstede and Edward T. Hall—are discussed here with respect to their limitations and utility for the increasing number of Web-related contributions from marketing research. As a consequence, additional findings on cultural influences on Web site design, related structural design criteria, basic conditions, and complementary criteria for culturally appropriate websites are discussed that may impact the future of the Digital Divide.