Proctor & Gamble officially introduced its new online shopping website today called the eStore after several months of testing with 5,000 consumers.

The eStore is owned and operated by ecommerce firm PFSweb and will feature a wide range of P&G brands including Tide, Pampers, Olay, CoverGirl, Swiffer and Febreze.

P&G says the eStore’s main function is to act as a "living learning lab" for improving ecommerce to attract more shoppers. P&G said it will continue to rely on consumer input to make improvements to the eStore and add new features and tools over time.

"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," said Kirk Perry, P&G’s Vice President, 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."

The eStore will offer a $5 flat rate for standard shipping, no matter the quantity or product size.