The business concept of the circular economy (CE) has gained significant momentum among practitioners and researchers alike. However, successful adoption and implementation of this paradigm of managing business remains a challenge. In this article, we build a case for utilizing big data analytics (BDA) as a fundamental basis for informed and data driven decision making in supply chain networks supporting CE. We view this from a stakeholder perspective and argue that a collaborative association among all supply chain members can positively affect CE implementation. We propose a model highlighting the facilitating role of big data analytics for achieving shared sustainability goals. The model is based on integrating thematic categories coming out of 10 semi-structured interviews with key position holders in industry. We argue that mutual support and coordination driven by a stakeholder perspective coupled with holistic information processing and sharing along the entire supply chain network can effectively create a basis for achieving the triple bottom line of economic, ecological and social benefits. The proposed model is useful for managers in that it provides a reference point for aligning activities with the circular economy paradigm. The conceptual model provides a theoretical basis for future empirical research in this domain. •Complex circular economy practices drive the need for better collaboration and data sharing among participants.•The framework informs participants on how to manage big data analytics to support the triple bottom line.•Managing relationships among stakeholders is the key success factor when employing big data analytics in circular economy.