This article attempts to uncover the main reasons for the need to implement and use Big Data for the effective functioning of an enterprise in the conditions of the sharing economy. As a key evidence that Big Data is a necessary element of the sharing economy, a comparative analysis of traditional and large databases are used. As a research task, an attempt was made to assess the scope, level of use and results of the implementation of Big Data in companies belonging to various market areas. In conclusion, all the advantages are revealed with which, in the context of the new economic paradigm, Big Data allows companies to respond quickly to user requests in the virtual space. © 2019 ACM.