E-commerce companies, which operate exclusively in the online environment, have shown significant success in specific consumer segments. This article aims to understand the factors that lead customers Nerdstore to demonstrate loyalty to the brand. To achieve this objective, the study used a qualitative approach, using the case study method. 20 Interviews were conducted. The content analysis technique was used for data evaluation and revealed a strong link between the content generated in Jovem Nerd website and implemented consumer relations. The website content was appointed as a main factor that attracted respondents to Nerdstore and which contributed to the consumer experiences gained an affective-relational dimension. Also, due to that content, people have remained faithful to the site and online store.