The purpose of this study is to examine the differences in the extent of customer e-loyalty between the two fashion e-commerce formats single-brand and multi-brand e-retailer. A quantitative research was conducted by means of an electronic questionnaire examining different factors influencing e-loyalty as well as e-loyalty directly. The findings showed similar values for both fashion e-retail formats with slightly higher numbers for single-brand e-retailer. This finding was surprising since it was assumed that single-brand e-retailer would rather attract loyal customers than multi-brand e-retailers. In the case of both formats, however, there is space for improvement to increase customer loyalty.