Consumer goods giant Procter & Gamble has started to sell its products in the US through an online store. After months of testing, the "estore" is finally up and running.
The store, will allow purchase of all P&G products with a flat $5 shipping charge. Initial prices seem in line with retail prices.
The company claims (quite questionably) that the store is intended not to compete versus retailers, but to understand the dynamics of online shopping.
According to the press release:
"The eStore’s main function is to act as a “living learning lab” for developing e-commerce innovation to win with shoppers. Shopper insights will continue to be a strong influence in the eStore’s ongoing development to help deliver tools, features and expertise that are great for consumers and also create value and sales for PFSweb, P&G and P&G’s retail partners."

P&G has also announced that a mobile version of the store will soon be available.