Shop Direct Groups full-year results revealed that 20 per cent of online orders now come from mobile devices.

Its online business grew 6 per cent this year, with 75 per cent of total sales completed on the internet. Mobile traffic increased 260 per cent and now makes up 30 per cent of all site visits.

Shop Direct still recorded a pre-tax loss of £57.7m, but this is a 27 per cent improvement on the previous year. That improvements not all down to mobile, in fairness – the Liverpool-based owners of some of Britains favourite online and catalogue brands also saw a celeb-stamped collection by Myleene Klass boosting the firm’s sales. 

 “These are great foundations to build on to create a best-in-class digital department store. One of the biggest opportunities we see is the increased customer demand for mCommerce, where we have real expertise,” said Alex Baldock, the group’s new CEO. “Looking ahead, we will start to see real incremental growth in sales from mobile as we continue to draw on our unparalleled knowledge of customer needs and shopping habits.”