The Procter & Gamble Company has announced a new online shopping site is now available for U.S. consumers. Named the eStore, the site is owned and operated by PFSweb and will feature the breadth of P&G brands including Olay and CoverGirl. The eStore has been created with shopper insights to provide a premier online retail site with the goal of offering new and better ways to shop online for household, beauty and grooming products.

P&G says its collaboration with PFSweb on the eStore launch boosts itscommitment to drive innovation in online retailing efforts and to touch and improve the lives of more consumers in more parts of the world more completely. P&G will also share these learnings with other retailers, maximizing consumer experiences for P&G products across a variety of retailer platforms.

“The U.S. eStore is an exciting initiative that we feel will help us listen, learn and collaborate with online shoppers to find new opportunities to serve consumers’ household, beauty and grooming needs,” says Kirk Perry, P&G’s VP, North America. “Through our partnership with PFSweb and on-going testing with consumers, we envision the eStore will help deliver new tools, services and features that can ultimately be shared with retailers to provide a real convenience and value for shoppers, while also delivering innovation for the industry and specifically for our product categories.”

“The goal of the eStore is to be an innovation catalyst for online consumer engagement and e-commerce sales for household and beauty categories,” said Mark Layton, PFSweb’s CEO. “We are excited to bring an online store to life that places the consumer along side us in the eStore’s ongoing development.”

Prior to the national launch, the eStore enlisted 5,000 shoppers to help guide the design and development of the “ideal” on-line shopping site. Their input affected site changes and enhancements found on the eStore launch site, including intuitive navigation to find products easily, as well as the ability to navigate by promotions and coupons. These online consumers also helped identify preferred products to feature on the site and to date, more than 300 new P&G products have been added to the eStore from shopper requests.

For more information on the eStore, visit www.pgestore.com.