This project focuses on enhancing web purchases for a company by analysing key factors that influence online buying behaviour. We identified that customers born between 1963 and 1982, particularly those with graduate degrees and annual incomes between 41,000 and 82,000, are the primary online shoppers. The "Last Campaign" was the most successful marketing initiative, with "Wines" being the best-selling product. However, web purchases were underperforming overall. To improve sales, we recommend enhancing the user experience with a more intuitive website and mobile optimisation, boosting online visibility through SEO and SEM, personalising marketing efforts with tailored recommendations and targeted emails, leveraging social media for promotion, and ensuring secure payment options to build customer trust. By implementing these strategies, the company can improve online sales performance and achieve sustainable growth.