E-commerce profoundly influences Generation Z's consumer behavior, with a significant majority engaging in transactions through electronic platforms. This shift has led to a surge in impulsive buying, primarily influenced by socially connected online platforms. A research article investigating online impulsive buying behavior among Gen Z in Ho Chi Minh, Vietnam identified key factors: Product presentation, Promotion, Positive social feedback, and Perceived enjoyment. The study employed a comprehensive mixed-method approach, incorporating both qualitative and quantitative methods. The findings were based on the meticulous analysis of 333 valid questionnaires distributed among the youth population in Ho Chi Minh City, Vietnam. This study is about the literature review part.