Lapak Bang Irwan is one of the camera shop located in Yogyakarta and utilizing online media as their promotional media. As the number of camera stores, the competition becomes increasingly tight, so Lapak Bang Irwan must be able to innovate and be creative in determining promotional strategies in order to compete. This study aims to describe online promotional strategies undertaken by Lapak Bang Irwan in an effort to increase the sales of photography tools in the period 2014-2017. The type of research that used is qualitative descriptive case study. The data collection techniques that used by researchers is the technique of interview and documentation study owned by Lapak Bang Irwan. Then after the data collected and complete the researchers conducted data analysis in the form of data collection, data reduction, display data, then draw conclusions from the data. The result of the research shows that the promotion strategy done by Lapak Bang Irwan is implemented through several stages: Determining the target audience, determining the purpose of promotion, developing media planning, making the message content, promotion, and promotion evaluation. Planning done is good and proper use. But in the online promotion practices that include online advertising, online sales promotion, online direct marketing, online PR, and personal selling online have not done well by Lapak Bang Irwan, there are several things to do such as maximizing the use of social media and increasing the frequency of use these online promotional indicators.