Source: Marginal REVOLUTION
South Korean e-commerce is fragmenting into specialized, high-stimulation retail platforms—"dopamine sites"—that prioritize visual abundance and discovery over Amazon's utilitarian search-and-checkout model. Consumers are treating friction and browsing as features. This reflects a shift in aspirational consumption toward abundance signaling and aesthetic experience over efficiency. If the trend migrates West, it could alter how retailers design checkout flows and product presentation.