Advances in Research

Aim: This concept paper aims to provide an in-depth analysis of the impact of the emerging trends of the gig economy on the future of work in the e-commerce industry. Specifically, this paper is focused on the gig economy and its possible significance for the future of work in e-commerce.

Design: The paper draws on the works of gig economy, remote work and e-commerce. After reviewing the relevant aspects of gig economy, the second section considers the conceptual implications; Digital Nomadism- Pandemic Context and Labour Process Theory. The third section discussed the pros and cons of the gig economy. The conclusion will close the paper offering suggestions for further research.

Findings: Firstly, the conceptual analysis offers preliminary avenues for moving towards gig economy in the e-commerce industry, enabling businesses to tap into a diverse talent pool and reduce overhead costs, while also presenting challenges in terms of communication, collaboration, and employee engagement. Secondly, the integration of sustainable practices into e-commerce operations as a crucial step in ensuring the long-term viability of the industry was demonstrated. Thirdly, it has demonstrated that labour process theory represents an important theoretical approach for the study of the gig economy; with the notions of ‘point of production’, emotional labour and control.

Implications: It suggests that e-commerce needs to build a sustainable business model, given the environmental and social problems linked with its fast expansion. The results provide businesses with some guidance on how they can manage these trends and how policymakers can be encouraged to regulate fairly. This paper is part of the literature on the future of work and lays the groundwork for further studies on gig work, telecommuting and its impacts within different industries.

Originality: The findings of this conceptual paper shed light on the complex and multifaceted nature of the future of work in the e-commerce industry. It will be useful for businesses seeking strategies to effectively approach the new trends in labor relations, putting emphasis on the ideas of social justice and workers’ rights. Labour Process Theory offers a unique set of tools to expand our understanding of the notions of ‘point of production’, emotional labour and control in the gig economy. Besides, using the data, it will also make policymakers aware of the appropriate regulatory measures to achieve workmanship equity in gig economy contracts.