The advent of the era of big data has brought both opportunities and challenges to the development of e-commerce in my country. The application of big data can promote the marketing of e-commerce, which is conducive to personalized and accurate product promotion, and is conducive to mining the potential value of data. But at the same time, e-commerce also needs to identify and collect real and useful information from a large amount of data and analyze and process massive data. It focuses on the challenges that e-commerce companies face in terms of big data ownership, big data processing, and privacy protection. And put forward corresponding suggestions and strategies.