Wine.com Inc., a privately held e-retailer, reported second quarter sales from Apple iPads were more than 7% of revenue and growing. Exact sales amounts in dollars were not disclosed.

The company also reported it ended the second quarter of fiscal 2012 with 25% growth compared with the prior-year quarter. Wine.com didn’t disclose dollar figures for the second quarters of 2012 or 2011.

Sales through the iPad have up to 25% higher average order value than web site sales, the company says. The company rolled out a free iPad app in late 2010 that enables consumers to research, browse and buy wine through an optimized interface for the tablet PC. For example, touching a label brings up a magazine-like page that includes reviews and pedigree specifics, winery background, region, varietal, and an interactive geolocation tour of wineries featuring a map display.

Wine.com is focused on new ideas that improve the customer experience, says Rich Bergsund, CEO. “Sometimes it’s little things, like letting someone know when the gift they sent has been received, or alerting a customer when the next vintage of their favorite wine is released,” he says. “Other times it’s big ideas, like buying wine through your mobile device.”

The web-only retailer also reported that it reached $60 million in sales for fiscal 2011, ended March 31, a 25% increase from the prior year. Wine.com, No. 239 in the Internet Retailer Top 500 Guide, didn’t disclose exact figures, but based on its growth Internet Retailer calculates 2010 sales to be about $48 million.