E-commerce

Shop all you want, buy nothing: The rise of dopamine sites

Parvathi Benu

September 15, 2026 | 9 Min Read

Shop all you want, buy nothing: The rise of dopamine sites

September 15, 2026 | 9 Min Read

Dopamine sites offer the thrill of consumption without the purchase, seeking to curb compulsive spending by turning anticipation itself into the product.

Ordering food online quickly became an addiction for Purvansh Parmar, a 26-year-old software developer from Udaipur. He started spending around Rs 10,000 a week. It didn’t take long for him to realise he had a problem.

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