CINCINNATI - The Procter & Gamble Company and PFSweb Inc. have launched a new online shopping site ?" eStore ?" that is now available for U.S. consumers. The site features P&G brands with the goal of offering new and better ways to shop online for household, beauty and grooming products.

eStore's main function is to act as a "living learning lab" for developing e-commerce innovation to win with shoppers. eStore shoppers will continue to see new services, features and tools that come directly from their input and suggestions. P&G will also share these learnings with other retailers, maximizing consumer experiences for P&G products across a variety of retailer platforms.

"[W]e 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," said Kirk Perry, P&G's vice president, North America.

eStore is partnering with social media sites to offer opportunities such as shopping the site from the fan pages of favorite P&G brands. It also gives shoppers a forum to share feedback on their eStore shopping experiences and provide ideas to improve the site. Shoppers can also post ratings and reviews for P&G products and share tips and tricks for taking care of their family and home at the eStore. A flat rate of $5 for standard shipping will be applied to purchases, regardless of quantity or product size.