3 of 4
BACKNEXT
Procter & Gamble's new e-Store
Procter & Gamble's new  e-Store
The consumer products powerhouse along with ecommerce service provider PFSweb is testing an online store called PGeStore.com. Although the Web site is owned and operated by PFSweb, it will exclusively sell P&G products directly to consumers.

Procter & Gamble spokeswoman Tressie Long said the eStore's main objective is to be a learning lab for the company.

"Consumers are spending a lot more time researching and shopping online," she said. "This is an opportunity for our catalog of brands to be available to them, test new product concepts and engage directly with consumers."

Long said P&G will not manage the inventory, set prices for its products or shipping rates on eStore. "We will only decide what to test," she said. "We're not a retailer and we're not aspiring to be one."

The eStore will launch this spring when 5,000 consumers will be able to test the concept.

But Wendy Liebmann, president of retail consulting firm WSL Strategic Retail, suspects that P&G may have bigger aspirations with the eStore.

"There's surely more going on here," she said. "So far P&G's Web strategy has been to drive traffic to retailers' stores and Web sites." But as retailers reduce the number of brands they want to carry in their stores she added that the e-Store may become a home for those discarded brands.

"P&G is boldly moving into the white space, challenging retailers for their share of shoppers," said Liebmann.

NEXT: Buy furniture "Build-A-Bear" style
Last updated February 19 2010: 10:32 AM ET
Email | Print | Share  |  RSS
 
google my aol my msn my yahoo! netvibes
Paste this link into your favorite RSS desktop reader
See all CNNMoney.com RSS FEEDS (close)
More Galleries
8 CEOs who took a pay cut in 2013 Median CEO pay inched up 9% in 2013 to $13.9 million. But not everyone got a bump last year. Here are eight CEOs who missed out. More
7 businesses Amazon wants to shake up From industrial supplies to educational software, Amazon is about more than just retail and books. More
Don't miss these Tax Day deals From massages and paper shredding to cookies and queso, celebrate the end of tax season with these Tax Day freebies and discounts. More

Special Offer
Market indexes are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer LIBOR Warning: Neither BBA Enterprises Limited, nor the BBA LIBOR Contributor Banks, nor Reuters, can be held liable for any irregularity or inaccuracy of BBA LIBOR. Disclaimer. Morningstar: © 2014 Morningstar, Inc. All Rights Reserved. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.