Client loyalty is equally important, because it is the loyal clients, who allow the business to generate stable income. The matter of client loyalty for some time already has been the object of scrutiny for scientists, marketing specialists, and promoters of other beliefs. The client loyalty issue has seen diversification of theories, spiral development, thereby drawing in ever new elements, including the electronic environment. Electronic environment provides a broad range of possibilities for establishing circles of loyal clients. The objective of the article is to determine and analyze the factors, which affect attraction and retention of loyal clients, by use of electronic environment and electronic marketing activities. Authors employed quantitative and qualitative research methods: grouping, analyses, statistical methods, etc. The theoretical and methodological framework of the article is formed of scientific studies and publications, publications in mass media, and professional literature; statistical information from official sources, as well as information obtained as a result of authors’ researches.