Much of the world's youth is addicted to shopping, if not making the purchase, then just browsing through sites to add prospective buys to carts. From metros to auto rickshaws, people can be spotted scrolling through shopping apps at all places and at all times. It brings a sense of happiness. While you might not get the item, the thought of possibly owning it one day soon is enough. However, at the end of the day, you have to return to reality. But as is usual with South Korea, the country has set a new trend to solve these problems as well. Currently, the nation's Gen-Z is enjoying the thrill of shopping without spending a single cent.
The Era of Dopamine Sites
This is because they are bingeing on 'dopamine sites', viral platforms that mimic the entire online shopping experience. Users can browse products, read reviews, fill their cart and even track their deliveries. However, nothing is ever deducted from their bank accounts and nothing ever reaches their doorstep. The websites are purposely designed to look akin to legitimate e-commerce platforms where users can browse through endless pages of products, add items to their cart, enter a delivery address and complete a checkout process.
The Concept of Joy
The entire concept taps into the growing understanding of how online shopping affects the brain. As per experts, people often derive pleasure not from owning an item but from the anticipation of getting it. Research into compulsive buying behaviour has linked shopping urges to activation of the brain's reward system, particularly pathways associated with dopamine, a neurotransmitter involved in motivation and reward. "The actual joy often comes from anticipation," clinical psychologist Thea Gallagher told Time in a discussion about the psychology of online shopping. Meaning that the period between placing an order and receiving it can be more emotionally rewarding than the product itself.
Since dopamine sites even create fake receipts and tracking orders, they provide the psychological reward without the financial consequences. Supporters believe that these sites could function as a kind of digital substitute for retail therapy. Kim, a 25-year-old office worker, opens up a site at 2 am that appears to be a food delivery app. He has a late-night craving but has no plans to order. Thus, he browses through menu items, adds them to a cart and completes the order. "It somehow feels like I actually ordered something," he said, adding that the habit helps him resist late-night cravings, the Korean Times reported. "It feels like looking at food photos online. As I browse, my mood somehow gets a little better," he said. "I don't end up ordering anything, but it feels like it relieves a little stress."
Could Dopamine Sites Help Compulsive Shoppers?
In 2025 alone, Americans spent $1.431 trillion on online shopping. With the availability of dopamine sites, the amount could definitely have been lower. Compulsive shopping isn't just a term; as per Cleveland Clinic, it is a real and serious mental health concern. "When you buy something, your brain releases dopamine and endorphins, making you feel good. But that feeling fades fast," it said. Thus, the result is constant spending in small amounts to fill a void that has been created. Here, dopamine sites are designed to combat this issue, fulfilling the shopping thirst without causing financial ruin. Kim Heon-sik, a professor at Jungwon University, said the growing popularity of these platforms reflects a broader online culture shaped by a constant demand for stimulation and engagement.
The professor also compared this phenomenon among Gen Z to watching "mukbang," an online show where people watch individuals consume large amounts of food to satisfy their appetites without actually eating in reality. "These sites also reflect a desire to experience a similar satisfaction or atmosphere without partaking in real life," he noted.
What Do Users Say?
Well, these sites have received mixed reactions online. While some do think they are helpful, others claim they would be of no use realistically. "This would not work for me lol. It would just piss me off knowing nothing is actually coming," wrote a user on Reddit. "A good idea would be this concept, but the money you spend is real money that will automatically go towards any debt or savings account," suggested another. "I'm definitely part of the minority when I say that I think it's a super entertaining concept and won't hurt my wallet! I enjoy walking around a shopping outlet and simply window shopping, so that could be why," claimed one.
In an era marked by uncertainty, these sites help people find a little bit of comfort simply with the thoughts of shopping online and feeling connected.
