The Internet allows small businesses to gain and maintain market share, which helps them compete with the huge industry. The Internet is no longer a novelty in the minds of today's people because it is about the possibility of having an Internet connection. In fact, the Internet and digital information have invaded many aspects of our lives, from communication to information consumption to new ways of doing business. It has reinvented our vocabulary and given new meanings to words in cyberspace, for example surf, visitors and hits or navigates (Nicholas and Dobrowolski, 2000). These changes in meaning are also found in the word “user”, it can designate an Internet user or a visitor. Today's consumers are increasingly using technology as an effective tool in their shopping experience. The popularity of Web2.0 has contributed to the growth and public popularity of social networks and created a new world of collaboration and communication. Online shopping is a complex process and requires basic computer (credit card, computer) knowledge and requirements for customers to purchase products online. However, the Malaysian government is focused on providing the necessary platform to support e-commerce. Malaysian e-consumerism is evolving at a rapid pace due to the awareness and availability of communications that convince consumers to get involved in e-commerce activities. As of March 2011, according to Internet World Stats, Malaysia had Internet users with a penetration rate of 58.8% and 1,331,800 broadband subscribers as of March 2008. Online shopping penetration in Malaysia (those who purchased or ordered goods and services online) in 2000 was 1% of the total adult population in Malaysia (Taylor Nelson Sofres, 2001). Accor......middle of paper......2006). (Peter Drucker, 1999) wrote: “In the natural psychological characteristics of electronic commerce, estrangement has disappeared. Every business must be competitive internationally. The rivalry is no longer local. tactical evaluation will result in the best reward, while investing in online marketing (Scanlon, 2009). Consumers can evaluate competing goods and services with minimal expenditure of staff time or effort, resulting in competitive business markets and lower brand loyalty (Srinivasan, 2002). Thus, my study will be determined to understand the causes of loyalty in the online shopping environment. Consumer-created information has become a fairly significant influence on consumer behavior, including decision-making. Online consumer reviews are part of the information created by website users who have already purchased the target product (Park, 2007).