In terms of electronic collaboration, the value chains of the retail and consumer goods indus- tries can be ranked among the most advanced. Recent studies have underlined the importance of product data alignment between retailers and their suppliers in the implementation of Efficient Consumer Response (ECR). This paper explores the multilateral exchange of product data in the retail supply chain using the Global Data Syn- chronization Network (GDSN). On the basis of a survey, it analyzes the role of data pools as well as the evolving landscape of B2B intermediaries in this area. It concludes that the Global Data Synchronization Network will lead to an increas- ing specialization of data pools in either mega pools or local specialists.