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P&G To Launch Ecommerce Site

Procter & Gamble said today it would begin piloting an online store this month in an effort to improve brand loyalty and sales.

P&G has tapped ecommerce firm PFSweb to manage the online shopping site called the "eStore." P&G said PFSweb will own and operate the eStore and exclusively feature P&G products to consumers in the U.S. The eStore is set to launch this spring, following a pilot of the site with 5,000 consumers that will begin in the coming weeks.