The article investigates the impulsive buying behavior of consumers in Astana, Kazakhstan, particularly in the context of online shopping. It explores various factors that influence impulsive purchases, including emotional triggers, marketing strategies, and the convenience of online platforms. The study employs a quantitative approach, utilizing surveys to gather data from a diverse group of online shoppers in the city. Findings indicate that emotional states, such as excitement and stress, significantly impact impulsive buying tendencies. Additionally, the role of promotional offers and user-friendly website designs are highlighted as key elements that encourage spontaneous purchases. The research concludes that understanding these behaviors can help retailers develop more effective marketing strategies to enhance consumer engagement and increase sales. The implications of the study are relevant for both marketers and policymakers aiming to foster a more sustainable online shopping environment.