For the first quarter of 2013 ending May 4, Nordstrom Inc.’s direct sales—which are almost entirely from the web—increased 25% over Q1 2012, the retailer reports. Nordstrom did not break out direct sales for Q1 2013 or Q1 2012.

“In e-commerce, our focus has been on strengthening the customer experience through a focus on selection, convenience and experience,” said Blake W. Nordstrom, principal executive officer and president, during a conference call with investment analysts. “We’ve expanded the breadth of our online merchandise offering, so that today it virtually is at parity with our store offering. We’re still in the early stages in the area of personalization, in essence: customizing the experience on our site, providing product recommendations, and building tools that help with fit and style.”

Nordstrom added that the retailer, No. 28 in theInternet Retailer Top 500 Guide, has been making substantial investments in e-commerce infrastructure to support growth.

Total sales for Nordstrom reached $2.66 billion in the first quarter, up 4.7% from $2.54 billion in Q1 2012, the retailer says. Same-store sales were flat in Q1 2013. Net income dropped in the first quarter to $145 million, down 2.8% from $149 million in Q1 2012, Nordstrom reports.

The merchant predicts its total sales will grow between 4% and 6% in 2013.