Understanding and Influencing Impulse Purchases in E-Commerce

Sayali S. Nandan, Dr. V. K. Tholiya

Abstract: Impulse purchasing is a critical phenomenon in e- commerce, driving substantial revenue for online retailers. This paper explores the psychological, technological, and strategic factors that influence impulse buying behavior in digital marketplaces. We also examine the implications for businesses aiming to optimize their online platforms to encourage such purchases ethically and sustainably.

Keywords: impulse purchases, e-commerce, consumer behavior, personalization, online marketing strategies