According to data from BPS Indonesia, website usage as sales media decreased from 10.89% in 2019 ro 4.96% in 2020. Compared to the marketplace and social media, a website can customize many aspects needed for brandings such as display, navigation, layout design, and much more. This is why maintaining sales on a website is considered essential. To increase website usage as sales media, marketers and business owners can promote impulse buying by targeting specific customers with a high inclination on making an impulse buying and tailoring advertisements according to each personality type. The purpose of this study is to analyze the effect of big fuve personality traits (BFM) on online impulse buying in a website.