Sharing data and insights in ecosystems is becoming more and more important in creating value in end-to-end value journeys. This sets a high bar for any organisation, as innovations are presenting themselves at an unprecedented pace, many ecosystems are very dynamic, and data volumes continue to grow significantly. On top of that, legislation related to data and artificial intelligence is growing, but always lagging behind the pace of change-organisations must often define their own boundaries and policies. There is a lot to take in for organisations. The market research focuses on the implications of data sharing in ecosystems. This study is based on a survey including 59 responses of executives responsible and involved in digital transformations. The qualitative analysis of the survey provides practical insights and recommendations. Operationalising cross-organisational governance turned out to be particularly difficult, as investing in tooling/platforms that facilitate the exchange of data is not straightforward and also challenging to integrate. Also, security concerns need to be addressed when sharing data. Organisations need to adjust their operating models to be on the one hand more efficient and on the other hand to enable sharing data and insights in ecosystems creating intellectual property. Organisations also need to take a strategic orientation with a focus on understanding their market position, and market and regulatory developments – adjusting their business models.