Shop Direct owner predicts that every sale will involve a mobile device by 2015

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THE owner of online shopping and catalogue brands Littlewoods and Very has reported record Christmas sales thanks to the explosion in orders from mobiles and tablets.

Liverpool-based Shop Direct said sales in the six weeks to December 27 were up 5 per cent on last year, with website traffic from mobiles beating desktops for the first time at 52 per cent.

The growth was driven by a 27 per cent surge in sales at its newer Very and isme sites, helping offset a combined 5 per cent fall from heritage brands Littlewoods and KandCo. Its busiest day of the year came on December 2, dubbed Cyber Monday for its popularity with online shoppers.

CEO Alex Baldock predicted that by 2015 every transaction will involve a mobile device at some point in the “customer journey”, from pre-sales to monitoring deliveries and reviewing products.

The trend prompted it to more than halve its catalogue distribution last year to around four million copies.

Although that number continues to dwindle, the company said the catalogues continue to serve a core group of customers and are particularly attractive for its 50+ Littlewoods brand.

Year-on-year digital sales have grown by 14 per cent and now represent 84 per cent of total sales.

Sales through mobile devices grew 64 per cent.

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