This chapter explores the disparities between the two main dimensions of the contemporary Sharing Economy. On the one side, non-market collaborative economy actors are shaping the community orientation. On the other side, the market-oriented platform economy utilizes commercial interest in cities based on the scalability of ‘peer’ users and providers. It is within this tension that the chapter aims to illustrate how today’s sharing economy got into an identity crisis. By drawing on the literature of organizational identity, we utilize five different sharing economy actors across the market/non-market continuum in Sweden to discover who they are and what societal impact they envision. The chapter discusses how over time, sharing economy actors seem to have moved from a co-operative, non-commercial model of sharing to instead focus on a commercial sharing approach in a predominant urban setting. We end the chapter by initiating a general debate about the future of the peer-to-peer sharing idea.
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