Digital Provides Manufacturers A Direct Path To Consumers

January 20, 2010 By David Burn Leave a Comment

Procter & Gamble and e-commerce provider PFSweb will begin operating an online store this month.

Named the eStore, the online shopping site will be owned and operated by PFSweb and exclusively feature P&G products to consumers in the U.S.
“We are very excited about the eStore‟s potential to reach more consumers and create new
online experiences and innovations that build our brands online,” said Kirk Perry, P&G’s Vice President, North America.
Interestingly, P&G’s eStore will compete with online retailers where P&G does business like Wallmart.com. According to Blogging Stocks, it’s been the norm for retailers to push back on manufacturers’ direct-to-consumer models, as it gives consumers one less reason to enter the store, results in smaller basket sizes and greater pressure on wallet share.

Filed Under: Digital, Direct

About David Burn

I wrote my first ad for a local political candidate when I was 17. She went on to win her race, and I felt the power of persuasive copy for the first time. Starting in Portland in 1995, I worked my way across the country as a copywriter and eventually became a content director making media products for big packaged goods brands. I returned to Oregon in 2008, and now I focus on building brands for companies that matter, including this one.