Critics increasingly highlight the dark sides of the sharing economy resulting from the insufficient regulation of competition, labor, or taxes in its for-profit sector. In this paper we argue that regulatory solutions for the sharing economy hinge on our understanding of the ways in which the sharing economy is organized. Mapping out the field of actors that are or could be involved in regulating the sharing economy, we highlight a particular role played by digital platforms as market organizers, but also of a variety of other public and private actors such as standard setting organizations, social movements, trade unions, organized buyers and sellers, incumbents or policy makers. We suggest that an understanding of sharing economy markets as fields can not only capture the highly organized nature of the sharing economy, but also serve to untangle the contestations and power dynamics unfolding among various actors engaged in different regulatory issues associated with the sharing economy. Seeing Uberization as a next development stage away from the modern corporation after global supply chains, we highlight regulatory challenges associated with the even more individualized and dispersed way in which sharing economy markets are organized, but also discuss new opportunities for regulation provided by digital technology.