Online marketing strategies are used by organizations in the retail sector to increase customerÕs perception over the brand and influence their purchase intention. The research has been conducted in order to study the impact on online marketing strategies of Argos, the UK on its customer's purchase intention. The research details the importance of online marketing strategies, various types of online marketing strategies followed by the organisation to influence customers buying behavior. Data for the research has been collected using the primary data collection method. Survey technique has been utilized to gather information a well-structured questionnaire is distributed to the research participants. 100 samples were selected for the research using a convenience sampling technique. The data obtained were analyzed using quantitative and descriptive data analysis methods. Regression and correlation were used to study the relationship between research variables.