Shopping through e-commerce nowadays is more preferred than shopping directly to the store, which increased e-commerce users worldwide. Consumers have abundant choices of e-commerce with low switching cost, which makes them easily switch from one e-commerce to another. Thus, what makes them loyal to one e-commerce become crucial. This research proves that e-service quality, perceived value, and customer satisfaction influence Tokopedia users’ loyalty. For Shopee users, however, only perceived value and customer satisfaction influence their loyalty. Another difference is that Tokopedia users focus more on system and efficiency, while Shopee users focus on fulfillment and compensation. This research also confirmed mediation effect of customer satisfaction between e-service quality to customer loyalty and perceived value to customer loyalty. Lastly, implication for companies is discussed.