With rising socioeconomic precarity, hustling on digital platforms has become an increasing work mode in neoliberal capitalism. The promise of hustling is being your own boss, a micro-entrepreneur with endless hustles across diverse platforms. However, rather than emancipation, the reality of work on platforms is more often insecurity, overwork and burnout. In this study, I present evidence of how digital platform technology creates precisely such patterns. For this purpose, I draw on an in-depth ethnography of the Poshmark reselling ecosystem. Here, predominantly female digital hustlers resell clothing and create related content on platforms like Instagram and YouTube. Specifically, I demonstrate how digital technology creates a pattern of work intensification, which, left unchecked, leads to involution or internal complexity and inefficiency. Such patterns suggest work on platforms in its present is largely unsustainable.