South Korea’s newest online trend is “dopamine sites”: fake shopping platforms designed to mimic the full purchase experience without charging money or delivering anything.

Users browse product pages, read reviews, apply filters, and fill a cart. They then proceed to a checkout flow where they enter a delivery address and click to “place the order.” After that, a pretend courier is shown heading toward the user’s location, and the site offers real-time delivery tracking on a map. The key difference is that nothing is actually purchased—no payment is taken and no item ever shows up.

The pitch, as described in reporting on the trend, is that people—especially younger shoppers—get the emotional payoff of shopping rituals (the scrolling, the cart-building, the “order” moment, and the anticipation) while avoiding the usual consequences like impulse spending, debt, and clutter from unwanted deliveries.

However, critics and observers warn that removing the financial hit may not fix the underlying habit. By preserving the reward cycle—shopping, checkout anticipation, and reinforcement—dopamine sites could keep the same behavior going, just without the cost.