Abstract: This study identifies and examines factors affecting customer loyalty in e-retail environment. This research examines e-commerce and identifies convenient shopping experience as a strategy that can be used to improve service offering to attract and retain customers. Thus, it is useful for businesses to understand the differences between e-commerce and traditional methods of business to enable them identify the new internet-based opportunities that might better satisfy the unique needs and desires of their customers. A qualitative research design was used. Primary data being the main source of data for this study was gathered by use of questionnaires and interviews. The researcher collected data through questionnaires to examine how e-retailing improves customers shopping experience. The researchers administered one hundred and fifty questionnaires (150) through hand delivery and web-based methods. The group of respondents comprised of working class people, credit card holders and students from who live within and on the outskirts of Nairobi.