Procter & Gamble (P&G) is adding links to its European websites that let shoppers buy directly from retailers after the programme helped boost online sales in the US. The feature, called 'Where to Buy', will appear next to P&G products on company-sponsored sites, said Joe Quinn, head of global ecommerce for P&G last week.


P&G began installing 'Where to Buy' in 2008 for US goods. Online sales have increased at least 10% in the region.