With the popularization of online shopping, more and more advertisements are being placed on online shopping platforms. The impact of advertisements on consumers’ online impulsive buying behavior has attracted much attention, and the phenomenon of consumers making online impulsive purchases is becoming more and more common. This field has become a hot research topic for scholars. This article aims to summarize the connotation of visible advertising, summarize indicators of consumer online impulse buying behavior, compare and analyze the impact of visible advertising on consumer online impulse buying behavior, and provide management decision-making reference for advertisers and e-commerce platforms.