Multi-sided platforms have the potential to rapidly disrupt established industries by addressing inefficiencies and leveraging network effects. However, their adoption in slow-moving, product-centric industries presents unique challenges due to entrenched temporal structures and operational complexities. This study investigates the temporal dynamics of platform initiatives in the European chemical industry, exploring how firms navigate tensions between platform logics and industry clock-speed. Using a longitudinal qualitative research design, we trace the trajectory of platform adoption through three phases: ambitious platform creation (2016–2018), disenchantment and retreat (2018–2020), and the emergence of hybrid commerce (2021 onwards). Our findings reveal how platforms evolved to align with the structural and temporal realities of the chemical industry, leading to the emergence of a “phygital” model that balances digital advancements with established sales practices. By highlighting the iterative co-evolution of platforms and industry rhythms, this study contributes to our understanding of platform emergence, incumbent strategies, and the role of temporality in industry-level transformations.
