E-commerce today is one of the most popular forms of buying products/services in the younger population. By using the Internet, a buyer can easily purchase the products/services that are going to be delivered to a desired address without going to the physical store. Due to e-commerce becoming more important in the business world, a question arises about how to develop consumer loyalty when shopping online. Loyalty is defined as affection for a brand, it can manifest as an emotional attachment to a brand or it can be simply seen as buying a particular brand regularly. The focus of this paper is the analysis of customer loyalty when shopping online in the fashion industry. Given that the online apparel sales market has low entry barriers that has led to growth, it is easy to notice that the growth will continue. It is important to understand what factors affect customer loyalty and how to create a customer base. In a survey of 255 respondents, most said they held importance to the quality of the service, that they felt secure and confident in the online seller, and that satisfaction with their previous purchase would encourage them to buy from the same online seller again. Regardless of fulfilling all consumer requirements by online sellers, consumers will still contemplate on another site as seen in the examples of Zara and Orsay analysed in this paper. Based on the results of the research, it can be concluded that customer loyalty exists in Croatia, but the analyzed companies Zara and Orsay have not yet achieved customer e-loyalty.