The line between ecommerce and digital advertising may become just a little more blurred in light of a new experiment from Procter & Gamble that will give the company the ability to sell directly to consumers.

According to a Financial Times report, P&G, which makes household products ranging from cleaning supplies to toothpaste, will support a website called theEssentials.com. The site will only feature P&G products, including Crest toothpaste and Mr. Clean cleaning fluid.

The site, which P&G insists is an experiment, is being run by a third party to help calm discontent from P&G's retailers. However, Wal-Mart has reportedly hired a new strategy executive who will be tasked with determining the threat presented by P&G's direct-to-consumer model.