Social commerce (s-commerce) has become rapidly appeared as relatively new area of investigation for both researchers and practitioners. However, there has been little research in the area of customer loyalty to s-commerce websites. The aim of this study is to develop a framework to identify factors affecting customers’ loyalty to s-commerce websites. A web-based survey was used to collect data which were analysed using the partial least squares based on structural equation modelling (PLS-SEM). This study found that satisfaction; trust and social presence have significant influence on loyalty to s-commerce website and found that reputation, satisfaction, word-of-mouth, and social presence positively contribute to explaining the variance in trust. In contrast, communication and online shopping experience didn’t contribute to explain the variance in trust. The findings of this study contribute to the development of businesses strategies of how to retain their customers which will result in higher profits.