Understanding Gig Work in Paving Towards Gig Economy Sustainability: Insights from Platform-Based Companies

The COVID-19 pandemic accelerated the expansion of the gig economy, driven by the widespread adoption of digital platforms and technological innovations. Although this growth has been thoroughly documented, the sustainability of gig work in the post-pandemic period remains underexplored. This study addresses this research gap by examining the post-pandemic gig economy, with a particular focus on low-skilled physical gig work in the on-demand delivery sector, including e-hailing and p-hailing services. Utilizing a phenomenological case study approach, we conducted in-depth interviews with representatives of platform-based companies to gain nuanced insights into the factors sustaining the broader gig economy. The study applies a narrative analytical framework to interpret stakeholders' lived experiences, complemented by thematic analysis to identify emergent patterns. Our findings reveal an optimistic outlook for the gig economy, with platform operators expressing confidence in long-term sustainable growth. Key drivers include the continuous evolution of digital infrastructure, the adaptability of gig platforms to evolving consumer demands, and the resilience demonstrated by gig workers during and after the pandemic. However, this optimism is tempered by significant challenges, including restrictive regulatory environments, increasing global competition, and complex licensing and compliance processes, which threaten the sector’s sustainability. To promote a sustainable and inclusive gig economy, we recommend the adoption of flexible regulatory frameworks that reduce bureaucratic hurdles while safeguarding worker protections. Platform operators should invest in technologies that enhance worker support, transparency, and training. Additionally, collaborations among industry stakeholders and government entities are crucial to developing standards that enhance competitiveness and regulatory compliance. This study contributes to the limited body of literature on post-pandemic gig work by providing actionable insights and offering a balanced approach to overcoming challenges while leveraging opportunities for innovation and inclusivity. © 2025, Qualitative Research Association of Malaysia (QRAM). All rights reserved.