One of the topics that is very important from the point of view of managers today is customer loyalty. A loyal customer, in addition to repeatedly referring to his favorite organization to buy products or use services, as a double factor in promoting the organization's products and services, through recommendations and orders to relatives, friends, or others. People play an important role in increasing profitability and improving the organization's image in the minds of potential customers. In this research, the impact of brand experience on the growth and learning of the organization has been investigated with the mediating role of brand excellence in online shopping at Ruban's online store. The current research is applied in terms of purpose and descriptive-survey in terms of method. The number of samples is 217 people from all the staff of Ruban online store in Tehran, who were selected by simple random method and based on Cochran's formula, and the influence between hypotheses was investigated using Klumrov Smirinov's test, factor analysis, Liesrel's structural equations, and Sobel's test. The research results show that according to the table of non-standard coefficients, it can be said that all hypotheses are confirmed at the 99% confidence level and the effect of brand experience on the growth and learning of the organization with the mediating role of brand excellence in online shopping in the internet store. The ribbon was approved.