The concepts of customer satisfaction and customer retention have gained more importance in online business over the years. The primary goal of this research was to determine customer satisfaction when shopping for clothes online and what factors affect online consumer satisfaction, what role loyalty programs play and what role social media play. The paper presents the characteristics of online stores, their advantages and disadvantages, as well as the development of online stores in the Republic of Croatia. In order for the online store to be successful and user satisfaction at a high level, factors such as; product quality, delivery, safety, timely and accurate information, and product price. Also factors that customers take into account when evaluating the value of an online clothing store are the ease of use of the web shop (app), the variety of offers and the different payment methods offered to them when shopping online. A survey of customer satisfaction with Internet stores selling clothing, footwear and fashion accessories was conducted in the Republic of Croatia, i.e. in the City of Zagreb. In order to obtain the most accurate data on customer satisfaction in the online clothing store, respondents provided answers to 30 questions in an online questionnaire. The questions were closed type and with the possibility of multiple answers. A purposive sample was used because respondents over the age of 18 participated in the online survey and bought clothes, shoes or fashion accessories through e-stores at least once in their life. Respondents answered how often they visit Internet stores, what motivates them to buy online, how they prefer to pay, how satisfied they are with customer service, delivery and security of Internet sites. Therefore, the goal of the research was to show the overall satisfaction of customers in online clothing stores as well as their trust in online clothing stores that also have a physical branch, and whether they plan to shop online in the future. Based on the research results, some important conclusions can be drawn; the younger generation makes up the majority of online shopping. Respondents visit online clothing stores frequently, with the majority visiting stores once a week to once a month. This indicates a regular review of the offer, prices and possible discounts before making a purchase decision. The most common payment method in online clothing stores is credit or debit cards, while some respondents prefer cash payment when picking up the package. Respondents are satisfied with the quality of products in online stores in relation to the described characteristics of the product, delivery within the agreed time, the possibility of free delivery, information about the products and the up-to-dateness of the pages. Customer support and the availability of customer service are key factors in the satisfaction of users of online clothing stores.