Data related to a product is received from a first subscriber and stored into a first section of the on-demand database reserved for the first subscriber. The first subscriber then communicates a request to share the product data with one or more second subscribers. Once the first subscriber receives an acceptance from the one or more second subscribers, the product data is stored in a second section of the on-demand database reserved for the second subscriber. Changes made to the data associated with the product are synchronized between the two subscribers.