In recent years, e-commerce has grown and spread to different markets. One of these markets is the toy market. This growth has created a need of expanding the loyalty research to the context of e-commerce.

The purpose of this thesis is to contribute to the understanding of the concept loyalty by identifying what loyalty building factors in Swedish online toyshops matters to the customer and how the customers utilize the factors.

The collection method was semi-structured group interviews in order to explore the respondents’ experiences with online toyshops in Sweden.

The findings suggest that eight factors influences loyalty in online toyshops. The factors were divided into internal- and external factors. The internal factors consist of convenience and children’s involvement. The external factors are product brand image, website attributes, delivery, service quality and security concerns. These external factors were found to affect company brand image. Depending on the customers’ preferences the factors are playing different roles in the customers’ life.

The limitations of the study are few participants, risk of being biased because of the theory and many interpretations of the empirical material.

The practical implication is that the companies can use the findings to understand their customers and that a theoretical development has been made.

The original value of the study is that this kind of research has not been made in the context of online toyshops before, in the best of our knowledge.