In an effort to increase connecting the iconic brand with the customer, Tupperware has added online shopping to its website, according to vice president of global brand management Chip Reingold. For the first time in the company’s 73-year history, customers can purchase products directly from the company. The site also connects customers to independent consultants and contains information on hosting a party. Online purchasing is currently only available in the U.S. and Canada, but the company plans to roll-out the capability across other markets soon. Tupperware currently operates in just under 100 markets globally.