Procter and Gamble launches e-store

Online retailing is a key priority for P&G: online sales account for less than 1% of the top line of the maker of Tide and Gillette. But this might change shortly: the company has set ambitious goals to increase the former figure tenfold over the next years.

After a four-month test with roughly 5,000 consumers, P&G expands to the general public an e-store built around social media. PGestore.com is probably the biggest e-commerce venture to date for the CPG behemoth. The site features links to Facebook brand fan pages –visitors can buy directly through them-, product ratings and shopper forums.