Big Data has reshaped management and IS practices, offering linkable information with intricate structures. As organizations increasingly focus on managing both internal and external data to remain competitive, challenges in leveraging external data emerge. This study addresses these problems by exploring how strategic capabilities enable organizations to exploit external data. Through mixed-method research, including interviews and objective performance measures, we develop a framework with the role of strategic capabilities in matching supply and demand and how that relates to organizational performance. The theoretical impact contributes to the discourse on strategic capabilities, assortment planning, and organizational performance.