Procter & Gamble’s online retailing “eStore” venture

P&G’s opens “eStore” to sell products

P&G ESTORE: Cincinnati-based Procter & Gamble Co. is getting into online retailing with an “eStore” site offering some 2,000 items from across its consumer products portfolio.

LEARNING TOOL: The company calls the store a learning laboratory that will provide insights into what marketing, presentations and promotions work best to attract online shoppers.

COME-ONS: Initial pricing appears comparable to P&G items at other retailers, but the site also offers digital coupons and $5 flat-rate shipping. But no Pringles yet — still working on shipping issues such as broken chips.