Dan Sewell:

P&G insists the venture’s main goal is to learn more about online shopping, and not to compete with stores and online retailers that also sell its products. P&G says it will share the “learning lab” information it gathers.

Very interesting, the store has all the products you would expect. I highly doubt this is so much a ‘learning lab’ as it is more of a “get your act together” warning to P&G’s retailers.

Check out the P&G eStore here.