As far as completely pointless ways to kill time on your phone, this is certainly one of the weirdest on record.

Behold the all-new invention of so-called “dopamine sites” — digital domains where you can browse and hunt for deals on nonexistent wares and services. Clothes, food delivery, you name it: you can pretend-shop for it all. 

You don’t actually buy anything, crucially. You’re just pretending to have money to buy the things you want. It’s window-shopping reimagined for the age of doomscrolling.

But it’s also a little more than that. These cleverly-built sites simulate the experience down to checking out and “tracking” your shipment or delivery, and their absurdly realistic rituals can help people become more conscious of their spending habits. Supposedly. 

The trend, according to the New York Times, originated in South Korea this spring, when Park Seohyun, a 21-year-old mechanical engineering student in Seoul, created a fake food-delivery site called “Food Never Arrives.” (It’s now an app).

Originally intended as a joke, she says, it lets you not only order nonexistent food, but provides you an estimate of the money and calories you saved by skipping on the real thing. 

In a wintry economic climate, it became an unexpected hit.

“People began sharing it online and discussing whether it actually helped them resist ordering food,” Park told the NYT.

A wave of imitators followed. This summer marked the launch of “FakeHaul,” a dopamine site built by a Microsoft engineer that convincingly imitates shopping on Temu. Two developers in India inspired by Park’s site, Purvansh Parmar and Anshul Sharma, created “Food Never Comes,” which simulates food deliveries but provides real recipes for the food you didn’t actually order. Parmar and Sharma told the newspaper that their site had more than 2.7 million views since launching in June.

Whether these dopamine sites provide anything more than fleeting, empty pleasures is something experts are more skeptical about. Ravi Dhar, director of the Yale Center for Customer Insights, told the NYT that the “element of looking forward brings a lot of the pleasure, and we often crash after an event or feel let down.” Lingguo Xu, a behavioral economist studying anticipatory utility, warned that the dopamine tricks could quickly get old. And by simulating consumption, you risk developing “stronger cravings.”

Some take the original idea beyond getting high on simulated shopping. Ko Seojin, another South Korean developer, created a website for taking virtual smoke breaks called Damta World. You click to start smoking an animated cigarette, which starts burning on screen. You can “whisper” disappearing messages to other smokers on break, while a counter keeps track of the number of cigarette butts that have been tossed on the office rooftop each day.

Ko told the NYT that 150,000 people visit each month, and she says that some users have become real-life friends after meeting on the website. Those friendships, we hope, are something that’ll last longer than any fake-shopping dopamine hit.

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