11. An article of manufacture comprising a computer readable storage device including code executed to communicate with a plurality of data pools and perform operations, the operations comprising: processing an element mapping for each of the plurality of data pools mapping user elements and attributes to the data pool elements and attributes, wherein the data pools maintain product information; processing a message mapping for each of the plurality of data pools mapping user messages and their parameters to data pool messages and their parameters; and processing for each of the plurality of data pools code enabled to cause operations comprising receiving a first document including user elements and messages and mapping the user elements and messages in the first document to a second document including data pool elements and attributes corresponding to the user elements and messages in the first document, wherein the first document includes one user message from one retailer requesting product information in one specified data pool; accessing the code for the specified data pool and the message mapping to map the user message and parameters to at least one mapped specified data pool message and parameters to request the product information in the specified data pool; adding the at least one mapped data pool message and parameters to the second document; and transmitting the second document to the specified data pool.
12. The article of manufacture of claim 11 , wherein the operations further comprise: receiving from the specified data pool a third document including at least one element and attributes for the requested product information; accessing the code for the specified data pool and the message mapping to map the at least one specified data pool element and attributes for the requested product information to at least one mapped user element and attributes for the requested product information; adding the at least one mapped user element and attributes to a fourth document; and transmitting the fourth document to the retailer requesting the product information.