This study aims to explain the mechanism by which user experience with retailer applications could lead to loyalty toward retailers. The data were collected through a survey in Indonesia (n = 717). The results support the positive impact of customer experience (i.e., sensorial experiential state, affective experiential state, interactivity, and relative advantage) on value in use. Value in use mediates the effects of customer experience on satisfaction and loyalty toward retailer application. In turn, these two constructs increase loyalty toward the retailer. These findings contribute to the theoretical and practical understanding of the impact of retailer applications on the customer-retailer relationship.