This study builds on service-dominant logic and institutional work literature to explore institutional change in a community of practice identified as a service ecosystem. A service ecosystems lens is adopted to investigate how actors address institutional contradictions through institutional work at multiple levels of observation. Based on a single case study of a community of practice of micro, small and medium enterprises focused on promoting an organic, green, and healthy lifestyle, the analysis reveals nested institutional work taking place internally to resolve member conflict within the service ecosystem. External institutional work is simultaneously performed by the collective to accomplish its common mission outside the service ecosystem. The study also reveals how social media platform features enable and constrain collaboration within a service ecosystem. © 2025 IEEE Computer Society. All rights reserved.