Exploring Dopamine Sites: India’s Trend of Enjoying Shopping Without Purchases

Emergence of “Dopamine Sites” Transforming Online Consumption Rituals

FoodNeverComes is a standout example of the burgeoning trend known as “dopamine sites.” This innovative genre offers users a way to engage in consumer-like behaviors without the actual purchase, featuring everything from simulated shopping experiences to faux holiday celebrations.

Originating in South Korea, this phenomenon has rapidly expanded globally, leading to the rise of various platforms such as Dopamine Shop and Fakehaul. These websites replicate the excitement of food delivery, retail shopping, and even travel arrangements, tapping into the emotional gratification often associated with consumption.

A fundamental question arises: What is it that we derive pleasure from when we make purchases?

The concept took shape through the personal shopping experiences of its founders, Parmar and Sharma, who first connected during a computer science diploma program. They subsequently established NeuroX AI, a company focused on AI solutions and content creation for Instagram. Both noticed a pattern in their own shopping habits, with online carts filling up with desired items that often went unpurchased.

Sharma frequently found himself loading his cart with electronics, only to exit without completing the transaction. Parmar shared a similar experience with his mother, who would often say, “I will order this later,” after populating her shopping cart.

For Parmar, this behavior extended to food delivery services during an intensive two-month project in Mumbai. He reported spending between 5,000 to 10,000 rupees weekly on food, sometimes indulging in items that were not necessary—such as Belgian waffles, ice cream, and even a large jar of sour cream, which he ultimately gave away.

Parmar suggests that the underlying craving might not always be for the food itself, but rather for the ritual associated with ordering.