Online impulse buying is further elicited by easy access to goods, speedy purchase process, time saving, lack of community pressure, and absence of the need for physical effort on the part of the consumer. The purpose of this study is to find out the factors influencing the customer’s impulse purchase of apparel products from e-commerce platforms with selected fashion apparel. In the study it is noted that fashion consciousness doesn’ t have a positive influence on e-commerce impulse buying whereas Adventure Shopping has a positive influence on e-commerce impulse buying.The study proves that emotional motivation leads to e-commerce impulse buying. The study provided an insight that adventure shopping lead to impulse buying. Even though there is more competition and price war between apparel brands in e-commerce platform, the selected apparel brand can stand out from the crowd by adopting suggestions given. Results of this study shows that hedonic shopping motives such as Adventure shopping, Value shopping, Idea shopping play important role in impulse buying of fashion apparel brand.