Pandemic COVID-19 encouraged Indonesia retail migrate their business to e-commerce, especially e-marketplace or online shop. The main purpose of this study is to evaluate the relationship of e-trust and e-satisfaction with e-loyalty. This study also evaluates the impact of e-coupon, e-information quality and financial risk on e-trust and e-satisfaction. The novelty from this study lies in the application of e-coupon as antecedents in building e-satisfaction, and e-trust. This study employs a structural equation model (SEM) PLS. The samples were collected through online questionnaires from 423 online shop customers in Indonesia. The major findings is that e-trust and e-satisfaction are essential factors in developing e-loyalty toward online shop in pandemic COVID-19. This study also provides list of insight for online shop to develop their strategies in pandemic COVID-19.