One joy of online shopping, especially for people doing it in an impulsive and/or addictive way (it's not really rare) is the satisfaction they get from the imagination of having it.

An acquaintance of mine was buying many and not wearing most, as she did not attend that many social occasions. Still, she kept buying.

Eventually, she had to face the actual problem in her life that bothered her. She ended up dealing with it, terribly.