The Enshittification Trend and the Fine Line Between Convenience and Consumer Exploitation

What?

"Enshittification," a term introduced by Cory Doctorow, describes the gradual decline of online platforms as they shift from prioritizing users to exploiting them for profit. This process unfolds in stages: platforms initially attract users with exceptional value; they then monetize their user base through ads, data exploitation, and restrictive algorithms; and finally, they prioritize shareholders above all else, often at the expense of both users and small businesses.

This trend is not limited to big players like TikTok or Amazon—it affects everyone operating within the digital ecosystem, including my e-commerce site SS69. As someone navigating this environment, I see firsthand how these exploitative dynamics impact smaller, independent ventures, forcing me to make tough decisions just to stay visible and competitive.

Who?
Enshittification touches all corners of the internet, from users to businesses, and no one is exempt:

Users: Everyday people are the primary targets of these platforms. What begins as a free, user-friendly experience often devolves into an ad-saturated, algorithm-driven environment. Users are bombarded with monetized content while their data is harvested and sold, turning them into commodities rather than participants.
Creators and Small Businesses: For someone like me running a niche e-commerce brand like SS69, the barriers are significant. Platforms like Instagram and TikTok increasingly demand advertising dollars to reach audiences, while Shopify adds to my costs with third-party apps and features that are practically mandatory for a functional store.

Where?
Enshittification is pervasive, affecting virtually every online platform, including those I rely on to run SS69:
Social Media: TikTok and Instagram now prioritize paid content over organic reach. If I want SS69 to be seen, I have to spend money on ads, which feels counterintuitive to the original promise of social platforms as spaces for creativity and connection.
E-commerce: Shopify, the backbone of my store, constantly raises the bar for costs. Essential features—like product reviews, advanced SEO, or custom filters—require expensive third-party apps. Even a small adjustment often means shelling out more money, eating into margins for a small operation like mine.
Search Engines: Google, with its ad-dominated search results, makes it nearly impossible for my site to gain visibility without investing in paid advertising. SEO becomes a never-ending battle for survival.

When?

The effects of enshittification aren’t new, but they’ve intensified in the past decade. I’ve noticed these shifts particularly over the last few years as platforms matured and pivoted aggressively toward monetization. For someone like me, trying to grow SS69, the changes in platforms like Instagram or Shopify feel like moving goalposts. What worked to gain visibility a year ago no longer applies, and new costs or restrictions constantly emerge.

Why?

The enshittification of digital platforms isn’t just an economic phenomenon—it’s a sociological one. It reflects and reinforces a world where every interaction, whether human or algorithmic, is commodified. This saturation goes beyond ads and paywalls; it extends to how we perceive value, relationships, and even ourselves. Platforms like TikTok, YouTube, and Instagram have transformed not only the way we consume content but also the way we participate in the world. Interactions that were once organic and personal—conversations, creativity, and collaboration—are now mediated through layers of algorithms, bots, and AI.

We live in a time where saturation has reached every facet of the digital and social experience:

Humans as Products: On social media, we are no longer just users; we are the product. Every post, like, and comment is harvested, analyzed, and repurposed to fuel engagement metrics and sell advertising. This dynamic creates a paradox: the more connected we are, the more exploited we become.
AI and Bots Taking Over: The rise of AI has blurred the lines between genuine human interaction and automated manipulation. Whether it’s customer service bots or algorithmically generated content, the human element is increasingly replaced by scalable, automated solutions. For small businesses like mine, SS69, this means competing not just with other humans but with bots and systems designed to game the platforms we use.

Saturation of Content: The internet is oversaturated with videos, ads, articles, and products—making it nearly impossible for any single creator or brand to stand out without resorting to exploitative practices. For me, running SS69, this means constantly navigating a crowded space where visibility often requires playing the very game I critique.
Interpersonal Relationships as Transactions: Social media has commodified even our relationships. Friendships and connections are now measured in likes, followers, and engagement rates. This mindset extends to businesses like mine, where I must think not just about what my audience wants but how to optimize every interaction for conversion.

Autocritique: How I Navigate This System

As the creator behind SS69, I’m fully aware that I’m not just affected by enshittification—I also participate in it to some extent. I use platforms like Shopify because they make it easy to start and manage a store, even though I know their ecosystem locks me into costly dependencies. Similarly, I rely on Instagram and TikTok for marketing, knowing full well that I’m contributing to the system by paying for ads or following algorithmic trends.

However, I try to mitigate this by focusing on authenticity and direct customer relationships. I prioritize creating a unique shopping experience and engaging with my audience in meaningful ways, rather than chasing every trend or investing blindly in ad spend. It’s a constant balancing act, but one that I’m committed to navigating with integrity.

Social Pressure and Consumer Fatigue
Platforms thrive on creating dependency, and I see this not only in how they affect me as a business owner but also in how they shape consumer behavior. Algorithms are designed to keep users scrolling, consuming, and spending, often at the expense of their mental well-being.

For me, this means facing constant pressure to produce content, engage with audiences, and adapt to ever-changing platform rules. It’s exhausting, both mentally and financially. At the same time, my customers are also trapped in this system, overwhelmed by ads and choices, which makes it harder to stand out as an independent brand.

Conclusion
Enshittification isn’t just a problem for big platforms or their users—it’s a system that affects everyone, from small business owners like me to the consumers I aim to serve. Running SS69 means constantly adapting to a digital landscape that’s increasingly exploitative, with rising costs, algorithmic hurdles, and the relentless pressure to compete in a pay-to-play environment.

If there’s a way forward, it lies in pushing back against these systems by fostering direct relationships with customers, exploring alternative platforms, and advocating for fairer practices. For now, I remain committed to making SS69 a space that prioritizes authenticity and individuality, even as I navigate the challenges of a system that often feels stacked against me.