The aim of the present study is to investigate the mediating role of satisfaction in the effect of sports product quality and online shopping experience on customer loyalty. This study is descriptive-causal, applied in terms of purpose, and cross-sectional in terms of time. The statistical population of the present study is all consumers who purchase sports products from online platforms. Due to the unlimited nature of the population, the sample members were determined to be 384 people using simple random sampling and the Cochran formula. In this study, we used descriptive statistical methods to analyze the demographic data of the sample, inferential statistical methods to examine the research hypotheses, and structural equations to formulate relationships between research variables and path analysis of each variable using SPSS and IMOS software. All research hypotheses were confirmed and the partial mediation of the satisfaction variable in the relationship between product quality, online shopping experience and customer loyalty was also confirmed. At the end of the study, practical suggestions were also provided for developing appropriate strategies to increase customer loyalty for marketing managers, platform managers and sports product companies.