Fashion industry is one of the biggest sector of the Indonesian market that contributes towards the employment opportunities, however the growth of the industry is not that conducive rather negative. The growth of internet users in Indonesia is rapid with huge potential available for fashion companies in marketing their industry through online shopping. There are factors influencing customers in performing online shopping, one of the unique proposition in this research is the Visual Attractiveness in which fashion company provide picture of product with emotional attachment so customers are attracted to perform online shopping. The aim of this research is to test previous findings regarding online shopping and propose Visual Attractiveness as a new variable. Results showed that Visual Attractiveness and E-experience are influencing Customer Delight which influence E-trust. And ultimately E-trust also influences E-loyalty. © 2019 IJSTR.