The rapid advancement of technology has led to the growth of the number of internet users which continues to increase, and this has encouraged the development as well as intense competition between e-commerce in Indonesia. Lazada is one of the e-commerce categories of online shopping sites that has experienced the impact of intense competition. On the basis of this phenomenon, this study aims to look at the influence of content marketing and shopping lifestyle as a factor in impulse buying in Lazada e-commerce. The sampling method used is non-probability sampling with purposive sampling technique, namely the sample is selected based on the criteria set by the researcher. The sample taken was 98 respondents. While the data analysis technique used is Partial Least Square (PLS). Based on the results of the study, it can be seen that content marketing does not affect consumers in impulse buying in Lazada e-commerce. Meanwhile, shopping lifestyle influences consumers in impulse buying in Lazada e-commerce.