As everyday life moves to the Internet, many factors and components have come up, with the "e" and e-loyalty not an exception. The authors focused on the transformation of loyalty to e-loyalty. It is important to understand the main differences between consumer loyalty models and e-loyalty models in order to promote business development not only in the traditional environment but also in the online environment. Such research methods as comparative analysis, analysis of the scientific literature, content analysis were used. The main focus of the research was on comparing loyalty models in the traditional and e-environment to find out the peculiarities and main features of the e-environment. New factors that influence loyalty in the Internet environment, but not in the real world, were highlighted as the main results. All the new influencing factors are related to the company’s operation directly in the Internet environment and technical capabilities, as well as online communication. As a result, factor groups influencing the primary and secondary e-loyalty were found . This is an important topic of the 21st century, enabling businesses to move online mode and change their strategy according to the e-environment.