Fake websites let users buy for the dopamine hit

Many among us know the thrill of adding an item to our online shopping cart -- getting excited about the sale, waiting for it to arrive -- and then experiencing the letdown of actually holding it in our hands. Turns out, the chase was the thrill.

And then you're left with the bill.

But, turns out, there's another way ...

According to Moneycontrol.com, South Korea invented something called “dopamine sites”, which are "online platforms that mimic shopping and food delivery apps but never complete real purchases, according to recent reports. Users browse menus, add items to carts and even track fake deliveries, gaining the feeling of shopping without spending money or receiving any products."

Viral ‘dopamine sites’ are letting users shop without actually spending money

The sites feature nonexistent products, reviews, and promotions, and let users checkout and track their “courier” all without actually buying anything pic.twitter.com/vmQiFc9Yj8

— Dexerto (@Dexerto) June 15, 2026

Why do it? Shopping releases dopamine, and dopamine makes you feel good, at least briefly. And shopping without actually buying offers all the release and none of the guilt.

"Experts say the trend reflects broader social pressures facing South Korea’s younger generation. Rising living costs, demanding work cultures and economic uncertainty have left many young adults searching for affordable forms of comfort and entertainment. The popularity of dopamine sites highlights how digital experiences are increasingly being used to recreate feelings of reward and satisfaction," Moneycontrol reported.

Reddit users have plenty to say about the trend.

"I used to do this when I was a kid. Back then it was just “circling all the stuff I want in the catalog even though I’m a kid with no money and will never buy any of this," one wrote.

Another added, "I do the same for custom guitar builds I'll never afford."

Others said it was proof of end-stage capitalism.

"When all the wealth has been extracted but the consumer is still trained to consume," the user added.