This study investigates cross-cultural differences in how consumers from Amazon (U.S.) and Taobao (China) prioritize key privacy-security aspects, including data security, control over personal information, customization of privacy settings, transparency of data collection, and compliance with privacy regulations. Using a quantitative approach, survey data from 323 Amazon users and 205 Taobao users were analyzed to determine significant differences in privacy and security prioritization. The Mann-Whitney U test revealed that Taobao users prioritize data security and transparency of data collection more than Amazon users, while Amazon users place higher importance on customization of privacy settings and compliance with privacy regulations. No significant difference was found between the two platforms in terms of control over personal information. These findings align with Hua and Wang’s (2023) cross-cultural privacy model, which suggests that users in collectivist cultures, like China, tend to trust organizations or government entities to manage privacy, leading to less emphasis on individual control through customization. In contrast, users from individualistic cultures, like the U.S., prioritize personal control, as reflected in their higher ranking of customization. This study provides insights into how cultural values influence privacy-security priorities, offering practical implications for global e-commerce platforms.