In the vast majority of scientific research, the business ecosystem is considered primarily from the point of view of the interaction of its participants in order to create value for business and consumers and ensure emergence and synergetic effect. In this article, the focus of attention shifts towards considering the ecosystem as a mechanism for increasing customer loyalty, ensuring their long-term retention, strengthening the emotional connection of the client with the ecosystem, forming a positive customer experience, and developing trustful relationships. The article examines the pros and cons of digital business ecosystems, including their ability to increase customer loyalty. Tha article analyzes ecosystem players in the Russian market. On the example of business ecosystems of well-known Russian brands, the interests of companies and their customers are considered. The main factors contributing to increasing customer loyalty are identified. Some weaknesses of ecosystems, which can cause problems related to customer safety and the stability of the entire business ecosystem, as well as damage consumer trust, are noted. As a result of the study, it was concluded that the ecosystem needs to be transformed into a client-centric mechanism, all other functions and targets of which are of a supportive nature. This article may be of scientific and practical interest to both researchers and practitioners in the field of relationship marketing, CRM organization, as well as the formation and development of the brand ecosystem.