The interplay of gender, motherhood, and the digital economy in China: exploring the experiences of urban mothers in WeChat businesses

Abstract In recent years, there has been tremendous growth in the e-commerce industry in China. This study focuses on the experiences of urban mothers who engage in e-commerce on the WeChat platform. Through in-depth interviews with 35 urban mothers as digital laborers on WeChat, our findings reveal that career disruptions due to childbirth and the lack of public support for domestic care work often drive urban mothers to engage in e-commerce. However, only a small number of highly educated mothers who strategically exemplify the practices of intensive motherhood ideology are able to generate sufficient income. This study sheds light on the commercialization of the online mother communities on WeChat and how these communities reinforce the intensive motherhood ideology. The separation of the public and private spheres in China after the economic reforms has resulted in urban mothers with young children engaging in precarious digital work. Meanwhile, the commercialization of the private sphere has blurred the boundaries between the public and private spheres with market logic, further perpetuating gender inequalities in contemporary China. Further research is needed to understand the impact of the digital economy on female digital labor in China, especially for mothers with young children.