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From en- (caused) +‎ shittification (becoming shitty). As a designation for a particular phenomenon affecting online platforms, coined by Canadian-British-American blogger, journalist, and science fiction author Cory Doctorow in 2022.


  • IPA(key): /ɪnˌʃɪtɪfɪˈkeɪʃən/, /ɛnˌʃɪtɪfɪˈkeɪʃən/
  • Audio (Southern England):(file)



enshittification (uncountable)

  1. (neologism, Internet, vulgar) The phenomenon of online platforms gradually degrading the quality of their services, often by promoting advertisements and sponsored content, in order to increase profits.
    • 2022 November 28, Cory Doctorow, “How monopoly enshittified Amazon”, in Pluralistic[1], archived from the original on 2023-03-26:
      Ultimately, it doesn't matter if Amazon's enshittification is because [Jeff] Bezos was a cynic or because he sold out. Once Amazon could make more money by screwing its customers, that screw-job became a fait accompli.
    • 2023 March 3, Tim Harford, “The enshittification of apps is real. But is it bad?”, in Financial Times[2], London: The Financial Times Ltd., →ISSN, →OCLC, archived from the original on 5 March 2023:
      Both switching costs and network effects tend to lead to enshittification because platform providers see early adopters as an investment in future profits.
    • 2023 March 11, John Naughton, “Users, advertisers – we are all trapped in the 'enshittification' of the internet”, in The Observer[3], London: Guardian News & Media, →ISSN, →OCLC, archived from the original on 2023-04-19:
      But it's not just users who are effectively incarcerated by enshittification. The advertisers and vendors who are the real customers of tech platforms are also prisoners.
    • 2023 November 25, Jane Cassidy, “Matheson might just be the latest victim of ongoing ‘platform decay’”, in The National, Glasgow, page 20:
      Musk perceived instantly that he had one of the perfect conditions for enshittification. Twitter had a multi-million-strong user base, who had built up relationships and reputations among themselves over years.
    • For more quotations using this term, see Citations:enshittification.

Further reading