Digital and mobile sales continue to make up a larger part of Evine’s sales.

Online sales eked across the 50% threshold for the fiscal fourth quarter ended Jan. 28 at Evine Live Inc., the TV and web merchant reported this week.

E-commerce sales at Evine Live, No. 115 in the Internet Retailer 2016 Top 500 Guide, accounted for 51.9% of total sales, or $98.9 million, for the fourth quarter, up from 49.7% of sales in Q4 2015. For the fiscal year, online sales accounted for 49.5% of sales, or $329.8 million, up from 46.9% of sales in fiscal 2015.

Mobile sales comprised 45.4% of Evine Live’s e-commerce sales in fiscal 2016 compared with 42.3% in fiscal 2015.

Mobile and digital commerce will continue to be priorities in 2017, with mobile as the top priority, CEO Bob Rosenblatt told investors on the call, according to a Seeking Alpha transcript.

In August, Lee Goehring, who has been with Evine Live since 2012, took on the newly created role of vice president, digital merchandising. “Goehring will be focused on creating a seamless connection from our TV platform to our e-commerce engine and exploring other ways to grow our digital platforms across all screens,” Rosenblatt said.

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The retailer also reported that more shoppers have signed up for the Evine Live private-label credit card, which is important as it drives customer loyalty and reduces the retailer’s credit card processing fees, chief financial officer Tim Peterman said.

For the fiscal fourth quarter ended Jan. 28, Evine reported:

  • Net sales of $190.5 million, a 9.9% decrease from $211.5 million in Q4 2015.
  • Net income of $2.0 million, an increase of 199.9% from $667,000.

For the year, Evine reported:

  • Net sales of $666.2 million, a 3.9% decrease from $693.3 million in fiscal 2015
  • Net loss of $8.7 million compared with a net loss of $12.3 million.
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