Priceline has launched its first online store, offering more than 10,000 products.

Key features of the site include product details, customer ratings and reviews, instructional videos, expert advice through blogs, as well as benefits for loyalty club members, including ‘secret sister sales’.

Stephen Roche, CEO and MD of Priceline and Australian Pharmaceutical Industries (API), said Priceline had listened to it’s loyal shoppers to find out what they wanted from an online store.

“We’ve developed a site that offers fantastic shopping functionality and brings to life the women’s playground they experience in our stores, in the virtual world,” Roche said.

“We’re very happy with the new site, it embodies all the things that are really important to Priceline customers .

“It offers great value and also provides the service and advice that we know people want when they shop online,” he said.

“Our virtual store reinforces the experience our customers have when they visit our real stores and I’m sure our shoppers will enjoy using both channels to discover and purchase products from Priceline.”

Products on Priceline’s online store will be priced consistently with those in its 350 stores nationally, including sales and promotional offers. Priceline’s online store will deliver to most locations within Australia.

Customers will have a choice between standard or express shipping and delivery is free for single purchases of $100 or more.