The nuanced dynamics of impulse buying behaviour across diverse retail channels unveil a fascinating interplay between consumer psychology and the unique attributes of physical stores, e-commerce platforms, and mobile shopping apps. Delving into the intricate landscape of impulse buying behaviour across three prominent retail channels, namely physical brick-and-mortar stores, e-commerce websites, and mobile shopping applications, sheds light on how retail environments shape and influence impulsive

buying behaviours. Employing a comprehensive research framework that encompasses the realms of behavioural psychology, astute marketing strategies and the nuanced analysis of digital interfaces unveils the underpinnings that drive impulsive purchases in each distinct retail environment. By means of meticulous data collection and rigorous scrutiny, this research discerns the unique determinants of impulsive buying behaviour, encompassing consumer motivations, environmental cues and the pivotal role of technology becomes apparent. The comparative analysis not only enriches understanding of the impulse buying phenomenon but also provides actionable insights for retailers and marketers keen on creating bespoke strategies tailored to the specific attributes of each retail channel. Presenting realistic implications for businesses seeking to optimize consumer engagement and bolster sales in today’s multifaceted retail landscape, the recognition of the varied triggers behind impulse buying across different

platforms empowers retailers to cultivate precision-targeted approaches that deeply resonate with their intended audience, thereby amplifying the efficacy of their marketing endeavours. Undertaking an exhaustive comparative analysis of impulsive buying behaviour within the realms of physical stores, e-commerce websites and mobile shopping applications, this research aspires to illuminate the catalysts that prompt impulsive buying and explore the variations across these diverse retail avenues. The findings

underscore the significant impact of emotional and situational factors on impulsive buying across all channels while highlighting