Based on the stimulus-organism-response (S-O-R) paradigm, this study develops a model to theorize how environmental cues on social shopping website affect impulse buying behavior from the perspective of browsing experience. Social shopping websites bring a novel online browsing experience for customers. However, how browsing experience on this platform affect customers impulsively have received insufficient academic attention. The results reveal that the unique factors of social shopping website, namely the quality of user-generated content and social presence are critical for facilitating customers’ browsing experiences. The results also show that both utilitarian browsing and hedonic browsing experience have a positive impact on customers’ urge to buy impulsively. The theoretical and managerial implications are discussed.