Abstract: It has been observed that online sale’s is the factor which is used by companies in order to optimize their sales and profitability. As the technique provides convenience to customers therefore it has also been considered and preferred by customers all over the world. In fact businessmen in Pakistan is also preferring online sales and use of E-Commerce and more than 100 websites are available for online sales and purchase but there are some factors which needs to be considered and optimized in order to increase the use of online method for purchase. Because customers who are involved in these activities are also gained a level of maturity and want something new and more effective from the vendors as the point of difference of their company and competing companies therefore researches from different authors has been examined and through these it has been concluded that there are various variables which are creating impact on online sales and after using structural equation modeling through AMOS it has been found that all the variables included in the research model are significant in creating impact on online sales except variety of products available on the website.