The retailer behind Very and Littlewoods has reported a year of bumper sales due to an increase in consumer smartphone activity.
Shop Direct boasted record sales of £1.93bn with like-for-like growth of 5.3% for the year ending July 2017.
Across the Shop Direct portfolio, it received an average of more than 1.3 million website visits every day, with 69% of online sales completed on mobile devices.
Shop Direct drove sales via smartphone by continuing to invest in mobile personalisation before, during and after customers shopped, through social media channels and applying machine learning.
Alex Baldock, group CEO at Shop Direct, said: “Once again, Very and m-commerce were the big drivers of our growth. Our fashion performance stood out in a volatile market as we brought even more famous brands within reach of our customers.
“Spotting the athleisure trend early boosted sportswear and V by Very became an £150m brand in its first full year.”
Clothing and footwear grew by 6.4%, 3.9% on an unadjusted basis, driven by a 21.8% uplift in sportswear and a deepened product range across childrenswear and menswear.