Dopamine! That’s the culprit.

Online shopping is addictive because it triggers quick bursts of the brain chemical dopamine during the hunt (remember the joy of browsing?), the purchase (remember the die is cast?), and delivery ( variety?) .

Browsing = the Chase: dopamine is the chemical of desire and anticipation. Searching and browsing spike brain activity before you buy anything.

Buy =The Reward: Clicking buy delivers a brief rush of pleasure or relief from stress.

The Delivery = Joy of Christmas: waiting for the package extends the excitement, creating a delayed second reward when it arrives.

Online retailers compound this with strategies that draw you in.  They make buying effortless by saving your credit card information and offering one-click checkout.  Access to online shopping is 24/7, allowing you to shop from bed, work or the couch. Ads target you directly, with algorithms tracking your habits and flashing customized ads to trigger emotional cravings.

This all encourages me to use online shopping to numb negative feelings like boredom, anxiety or even low self-esteem.

The trouble is, the good feeling is short-lived, and once the dopamine wears off, guilt or regret replaces it, which can prompt more shopping in pursuit of the original mood boost.