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The e-commerce market is a turbulent environment where competition is intensifying fast, barriers to enter the market are low and so are the customers switching costs. By several authors, one of the keys to run a successful business is to enhance customer loyalty. Also, several authors claim that building customer loyalty does not bring the desired effect. The purpose of the article is to bring a closer view of customer purchase behaviour in Czech B2C e-commerce and investigate the existence of e-loyalty and its influence on e-stores revenues. The aim of the paper is to examine the role of e-loyalty in the area of Czech B2C e-commerce. There was made explorative research focused on customer e-loyalty. The research has the role of preliminary research. The subject of the research is chosen e-stores’ customers. Collected data include their amount, number of purchases they made in 2 years period, purchase frequency, and sales volume. The objects of the research are Czech SME companies operating in the e-commerce market through e-stores. In the literature review, there were found different attitudes towards customer loyalty and its importance for business results. To examine the role of e-loyalty, authors also used a Pareto analysis. Then, authors analysed number of purchases made by the majority of the customers and the sales volume they generated. From obtained results, authors found out that the Pareto principle cannot be applied for chosen e-stores. Authors also found out that the majority of customers are one time buyers. This group of customers also generated the largest part of the sales volume. These facts put a question mark on the importance of eloyalty in the Czech e-commerce market. The limitation of the research is the amount of data since there were just three e-stores included. Hence, authors will make future research with a bigger sample to further examine the role of e-loyalty in the Czech B2C e-commerce market.