What is enshittification?

The concept of enshittification has emerged to describe the slow and progressive decay of digital platforms that were once user-oriented and helpful. This cycle typically begins with services providing high value to attract users, but eventually, the priority shifts toward massive value extraction for the corporation. At this stage, platforms become saturated with friction, ads, and traps, often wrecking the user experience to secure data or revenue. Today, landing on a webpage often feels like entering a “war zone,” with intrusive pop-ups demanding emails before a single word has been read.

Enshittification is not a problem exclusive to tech giants. Many conventional corporate websites contribute to this degradation by adopting aggressive conversion tactics that prioritize short-term metrics over real functionality. For business owners, the dangerous mindset is assuming their site is “fine” just because it lists services. In reality, many sites have become obstacle courses that actively block revenue by alienating modern, skeptical buyers.

The mechanics of degradation: from service to exploitation

The path toward digital degradation usually follows a shift where the user is no longer the customer but the product. Initial design decisions focused on cleanliness and utility are gradually replaced by aggressive monetization strategies. This transition from service to exploitation creates a “trust crash” that is particularly damaging in business relationships.

In the B2B sector, this mechanic is highly destructive because modern professional buyers are short on time and perform about 75% of their research autonomously before contacting sales. If a website feels like a manipulative obstacle course, the buyer will simply walk away. Falling into the “acquisition trap”— prioritizing acquisition over a structured B2B sales strategy focused on retention—is a major financial mistake. Data shows that compensating for the value of one lost customer can require acquiring three new ones.

Dark patterns and algorithmic persuasion as the engine of enshittification

Dark patterns, or deceptive designs, —which contradict the principles of ethical design and responsible digital experience—  are the tactical instruments used to execute this degradation. An EU Commission study found that 97% of the most popular websites and apps use at least one deceptive pattern to nudge user behaviour. These interfaces are designed to trick or manipulate users into actions that are inconsistent with their actual preferences, breaking brand credibility.

Common examples include “nagging,” where a system repeatedly asks for unnecessary data until the user gives in out of exhaustion. The “Roach Motel” design makes it easy to sign up but nearly impossible to cancel, destroying the brand’s reputation among the 40% of buyers who will stop purchasing after being caught in such a trap. We also see “confirmshaming,” which uses guilt to force decisions—a tactic that is particularly insulting to rational B2B buyers. These practices are often powered by algorithms that optimize for engagement and short-term profit rather than user well-being.

Enshittification and the trust crisis: data, AI, and accessibility

The degradation of the web experience is part of a broader structural digital trust crisis, particularly regarding the treatment of personal data. 65% of consumers have stopped buying from companies they consider untrustworthy regarding privacy. This crisis is worsened by the opaque implementation of Artificial Intelligence; if a bot’s decisions are not clear or explainable, the user feels a loss of control, and trust collapses.

Furthermore, the explosion of volume-based content—including AI-generated “junk news”—has turned the web into a repository of digital waste, where 91% of analyzed pages receive no traffic from Google. Lack of accessibility is another structural symptom of enshittification: 96.3% of homepages fail basic accessibility standards. This is a massive missed revenue opportunity, as it excludes the 16% of the global population with disabilities and hurts SEO, since Google is essentially the market’s most important “blind user”.

Nostalgia for the “old internet” as a symptom and compass

As a reaction to corporate control and surveillance, many users are seeking smaller, community-driven spaces where they can regain autonomy and curiosity. There is genuine nostalgia for an internet with less corporate oversight and invasive tracking. This shift serves as a strategic compass for current brands: users are increasingly willing to try to protect their privacy and they value honesty.

Companies that prioritize transparency and eliminate invasive granular tracking are gaining a real competitive advantage. Respecting the user’s digital space and not “hijacking” their attention is the most powerful differentiator in a market saturated with manipulation.

Anti-Enshittification principles for your website

To reverse this trend and build sustainable growth, websites must follow ethical and pragmatic principles.

• Eliminate dark patterns: Eradicate any element that manipulates the user. Honesty is the new quality standard in B2B.
• Minimum necessary data: Apply the “No Strings Attached” principle. Do not ask for information that is not strictly required for the service.
• Simplify the interface: Follow the “Don’t Make Me Think” law to reduce cognitive load and improve user efficiency.
• Accessibility by default: Optimizing for screen readers is not charity; it expands your market and boosts SEO for everyone (the “curb cut effect”).
• Focus on the “Job to be Done”: Your website should not just be a spec sheet; it should be a solution to the buyer’s anxiety or progress needs.
• Digital sustainability: Reducing page weight not only helps the planet but ensures faster loading and better conversion across all devices.
• Micro-Examples for Immediate Application
• Cookie Banner: Replace complex legal jargon with clear “Accept” and “Decline” buttons of equal visibility.
• Landing Page: Remove heavy image carousels and focus on clear messaging that addresses the buyer’s primary anxiety (e.g., “guaranteed delivery windows”).
• Symmetry of Friction: Ensure that cancelling a subscription is as easy as signing up. This builds long-term loyalty and avoids the “trap” model that drives away 40% of users.

Auditing your website under these criteria is essential. Every design decision is a statement of intent: is your page making the internet better, or is it making it just a little bit worse? In a degraded digital world, committing to experience-led growth is the most intelligent strategic decision to protect long-term revenue and brand trust..