Electronic cooperation or collaboration has a long tradition in the supply chain of consumer product goods (CPG). During the eBusiness evolution established initiatives, such as category management or efficient consumer response (ECR) were complemented by a variety of electronic marketplaces. As infrastructures which support business transactions among the organizations involved in a value chain, marketplaces address an important need within the CPG industry, namely efficient collaboration among CPG companies and retailers in the retail supply chain. To discover whether the emerging CPG marketplaces can serve as collaboration infrastructures in the CPG industry a set of 31 electronic marketplaces has been analysed. For the evaluation a model was elaborated that uses the five criteria marketplace positioning, revenue model, transaction services, business process support and the use of IT and standards. The result shows that most marketplaces focus on providing catalog, auction and exchange functionality but neglect the execution of business transactions. We conclude that only marketplaces which also support the established processes in the CPG industry will be sustainable.