"Alice" aims to change household shopping habits

"As long as most of the major manufacturers are going to get behind something like this, then we hope it's going to be a viable opportunity to sell more," said Mark McGreevy, director of national accounts for Durex Consumer Products.

Durex condoms are available on the site and through other online retailers, but like most other manufacturers, Durex does not sell directly to consumers.

Test users said they were pleased with Alice.com's approach, which allows shoppers to compare prices quickly.

"They're definitely tapping into something that I think could work but certainly it's going to take folks to change their way about how they buy products," said Kristen Chase, an Atlanta-based co-founder of CoolMomPicks.com.

Chase and Erin Doland, editor-in-chief of Unclutterer.com, said they plan to use the service again.

"Alice was better-priced then my grocery store on almost all of the products," said Doland, who lives in the Washington, D.C. area.

For now, Alice.com has only one distribution center, in Indiana, and does not send products to Alaska or Hawaii.

(Reporting by Jessica Wohl, editing by Matthew Lewis)