An electronic service providing system includes a shop-side terminal device, a user-side terminal device, and an electronic service management server connectable with each other. The electronic service management server has a customer card database storing an electronic customer card representative of shop-related use points related to a history of purchases made by a user at a shop. The user-side terminal device receives the electronic customer card from the electronic service management server. The user-side terminal device indicates the electronic customer card when a purchase is made at the shop. Information of shop-related use points given by the shop in relation to the purchase is sent from the shop-side terminal device to the electronic service management server. The electronic service management server adds the notified shop-related use points to the electronic customer card to update the electronic customer card. The updated electronic customer card is stored in the customer card database.