The retail sector environment is characterized by intense pressure of competition, ever-changing portfolio of products, various customer requirements and sustainability in mass market. Considering giant retailers working together with their suppliers, each independent operation is seen as a comprehensive structure, consisting of thousands of sub-processes. In short, the retail sector's dynamism and cooperative work together with the competitiveness of the sector is a rare combination. In such a sector, businesses of all sizes in many aspects of creating an efficient and low cost structure are in the effort. CPFR model which is a scheme integrating trading partners' internal and external information systems is proposed by Voluntary Inter-industry Commerce Standards Association (VICS) to assist establishing a collaborative demand forecasting and replenishment in retail sector. Although CPFR can provide many benefits, there have been many failed implementations. Thus, the aim of this study is to determine factors that will support better implementation of CPFR in retail sector, especially its information sharing sub-system, and analyze them using Fuzzy Cognitive Map (FCM). FCMs have proven particularly useful for solving problems in which a number of decision variables and uncontrollable variables are causality interrelated. Hence the FCM of CPFR is created via expert views to show the relationships between the factors that influence effective implementation of CPFR in retail sector.