This presente project aims to analyze the behavior of women s in impulse shopping in online environments considering all the factors that influente their decision making. Besides this, identify which factors impact in women s buying behavior, especially in generation Y. The methodology used was developed based on a descriptive analysis of quantitative data obtained through online questionnaires. With these results, there was a comparison between the objectives and the obtianeds results, pointing out the similarities and differences, besides a series os suggestions for future studies in the area.