An electronic magazine loader for loading cartridges into a magazine includes a lifting wheel, a chute, and a magazine loading portion. The wheel receives an unordered batch of cartridges and singularly lifts and deposits the cartridges into the chute. The chute transfers the cartridges to the magazine loading portion where a setting mechanism inserts the cartridges into the magazine. A means for directionally orienting the cartridges orients all cartridges to a proper directional orientation before reaching the magazine loading portion. The means can be lifting wheel shelf structure or chute structure. The chute having a C-shaped portion above the magazine loading portion that precludes the cartridges from changing their proper directional orientation. The setting mechanism receives cartridges on a rotating wheel with rotating insertion lobes and cartridge receiving voids between adjacent lobes. The cartridges drop into a cartridge receiving void, and are urged into the magazine by a rotating lobe.