Business incomes depend on goods demand. Important element of demand is loyalty of consumer. Scientists actively research consumer’s loyalty from 1990. Business has new form, because technologies has improvements in a fast paced environment and that is the reason why emerges e-loyalty in virtual space. The main objective of this article is to do theoretical analysis of Scientist‘s researches of e-loyalty models. This research shows consumer‘s loyalty levels and elements in virtual space and com¬pares e-commerce and e-service models of loyalty. Methodology involves theoretical analysis of Scientist‘s researches which shows that the most important e-loyalty factors are consumer‘s satisfaction and confidence on the seller. Relevance of this article is practical research in the future using selected factors in e-loyalty.