Can Cory Doctorow’s Book ‘Enshittification’ Change the Tech Debate?

# Why Your Favorite Apps Keep Getting Worse (And What It Means for Your Business) Ever feel like the digital platforms you rely on daily just aren't as good as they used to be? You're not imagining it. Tech critic Cory Doctorow has coined a term for this phenomenon: "enshittification" – and his new book explores why our favorite platforms seem to be getting progressively worse. ## The Cycle That's Hurting Users and Businesses Alike Doctorow's concept describes a predictable pattern: platforms start by offering great value to users, then shift their focus to pleasing business partners, and finally prioritize their own profits above all else. Think about how social media platforms have become cluttered with ads, or how search results now prioritize paid content over organic relevance. This isn't accidental – it's a systematic degradation that affects everyone from individual consumers to small business owners trying to reach their customers. ## What This Means for E-commerce Entrepreneurs For Shopify store owners and e-commerce entrepreneurs, this trend hits particularly close to home. When major platforms prioritize their own revenue over user experience, it becomes harder to reach your audience organically. Social media algorithms change without warning, advertising costs increase, and the tools that once helped small businesses compete on equal footing become less effective. Understanding this pattern helps explain why building your own direct relationships with customers – through email lists, loyalty programs, and exceptional service – has become more crucial than ever. ## Taking Control of Your Digital Destiny The good news? Recognizing the problem is the first step toward solving it. While we can't single-handedly fix Big Tech, we can make smarter choices about which platforms to depend on and how to diversify our digital strategies. This might mean investing more in owned media like blogs and email newsletters, focusing on customer retention rather than just acquisition, or choosing tools and platforms that align with your values and business needs. Doctorow's book offers both comfort in knowing you're not alone in feeling frustrated with digital platforms and practical insights for navigating this challenging landscape. For business owners, the key takeaway is clear: the most sustainable path forward involves building direct relationships with your customers rather than relying entirely on intermediary platforms. Ready to take more control over your customer relationships? Explore our collection of marketing and customer engagement tools, or subscribe to our newsletter for more insights on building a resilient e-commerce business in today's digital landscape.