Communication is one of the most natural processes that is constantly evolving in terms of tools. A large part of the communication process in the 21st century takes place on the Internet, and more and more new Internet tools imply changes in communication both between individual users and in B2C relationships. New technological and communication opportunities are also new challenges for building loyalty with the e-consumer. E-business has many tools that can facilitate that process and at the same time to distinguish a particular company from the competition. The article focuses on explaining modern tools for building relationships and loyalty on the Internet, such as content marketing, real-time marketing, mobile applications, social networking sites or video communication, and showing the benefits of their use in practice.