The online shopping trend where you buy nothing
On South Korea’s “dopamine sites,” the pleasure comes from aspirational shopping rituals like browsing, curating, and tracking — not from a delivery.
A new trend in online shopping has emerged in South Korea, where people can browse and "shop" without actually purchasing anything. Websites like Dopamine Shop and FoodNeverComes replicate the entire online shopping experience, from searching for products to entering a shipping address and tracking deliveries. However, no money changes hands and no packages arrive.
While some may dismiss this as a quirky internet fad, experts argue that the act of "fake" shopping itself is becoming more widespread, even in countries with mature e-commerce markets.
Researchers have found that people engage in similar behavior across different cultures, using online shopping carts not only for immediate transactions but also for gathering information, organizing potential purchases, and seeking entertainment. The pleasure comes from the ritual and anticipation of acquiring something, rather than the act of purchasing itself.
This phenomenon, known as dopamine sites, highlights that shopping is not merely a transactional experience but can also provide emotional rewards, such as pleasure and choice.
The desire to shop, whether for necessity or leisure, remains constant across cultures. However, the context surrounding these moments can vary greatly, depending on factors like affordability, personal aspirations, social influences, and payment system accessibility. While differences may arise from nationality, they are often more closely tied to specific circumstances. Ultimately, dopamine sites reveal that the ritual and emotional aspects of shopping are universal experiences, transcending cultural boundaries.
Written by urgent.news from Rest of World Tech's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
