Management literature often emphasizes the freedom individuals ostensibly gain to manage their time as they see fit when engaging in platform work. These working modes are celebrated for promising autonomy—the ability to work on whatever task, wherever, and for whomever. Central to this promise is the notion that time is the worker's primary resource, which must be optimized for productivity. While this framing aligns with the appeal of flexibility and freedom, it overlooks a critical consequence of the widespread use of digital platforms to facilitate such work: the phenomenon of intensification. Intensification occurs as online work demands increasing levels of effort, responsiveness, and availability, ultimately reshaping the dynamics of platform work and challenging its perceived benefits. Through an ethnographic study of the social commerce platform Poshmark, we find two distinct patterns of intensification, parallelization and compression, whereby the minutes of a workers’ day become granular resources to be micro or multi-tasked, creating idle capacity and more productive opportunities. As a result, intensification establishes a status quo in which an individual's lifeworld conforms to a logic of continuous engagement on digital platforms.
