Dopamine Sites: Shopping Online for Pretend is the New Trend from South Korea

From South Korea, a digital trend is emerging that is set to spark discussion: the "Dopamine sites." These are entirely fictitious e-commerce and food delivery platforms. The user browses an endless catalog, fills up the cart, simulates the payment, and follows the delivery map with the rider. The difference? There are no products, not a euro is spent, and no courier will ever ring the doorbell.

Everything is designed to mimic the activities of a real site but without any purchases of products or services.

What are the Dopamine sites for?

These portals that simulate the purchase of a product or service have a clear purpose: the goal is the release of dopamine, a neurotransmitter that the brain releases when gratifying actions are performed, capable of transmitting an immediate sense of well-being. The success of Dopamine sites is linked to the fact that the phase that creates the greatest satisfaction for many users is precisely the one where they choose the product and start the checkout process, including adding to the cart and completing the order.

Will they be successful in Italy?

Dopamine sites are becoming a trend in South Korea, where a growing number of users periodically utilize them to satisfy their needs without the necessity of making real purchases. The adaptation of this model in Italy remains to be seen. Over the past few years, several trends have emerged from South Korea that later became significant trends. We will see if the success of Dopamine sites can be replicated here as well.