The Digital Boss: Algorithms, Housekeeping Apps, and the Digitalization of Domestic Work in Colombia

Domestic work in Colombia has historically been undervalued and unpaid, with informality continuing to rise despite legal efforts to dignify it, such as the ratification of ILO C189. In this context, domestic work gig platforms have emerged as a source of formal employment. Unlike most gig economy models, these platforms operate as agencies that directly hire workers, ensuring key conditions like stable income and social security. However, gaps remain in understanding the algorithmic design of these platforms. Through an ethnographic study of one domestic work platform interface called Hogaru and semi-structured interviews with workers and customers, we examine algorithmic governance and its impact on domestic workers’ experiences, particularly concerning employment and social relations. Our research focuses on the platform’s matching system, ranking, and pricing mechanisms. We conclude with implications for designing more effective and equitable platforms, specifically tailored to the unique context of Latin America.