Good girls? Ideal workers in online retail warehousing

Online retailing challenges the traditional male coding of warehousing. Based upon an ethnographic study at two Swedish online retail warehouses, this article seeks to understand why certain warehouses are numerically dominated by women. Employees express that men are less focused and more careless and easily bored than women, and hence not desirable for the goods‐handling work. The warehouses extend to hard‐working women driven by the shame of doing wrong, which reflect their orientation of bodies in the direction of enhancing production and profit. Workers attribute the positive social atmosphere at the warehouses to the numerical dominance of women and the small size of the workplaces. At the one hand, the constructed sameness of (women) workers through hard work and jargon contribute to a collective identity that strengthens them. At the other hand, the binary gendering of work and workers also contribute to making the ware houses into ‘straight spaces’ (Ahmed, 2006).