Just more than half—50.6%—of Evine Live Inc.’s sales in its fiscal first quarter were made online, the TV and web merchant reported last week for its fiscal first quarter 2017 ended April 29. That comes to about $79.1 million of its total net sales of $156.3 million for the quarter.

E-commerce sales as a proportion of total sales is up roughly two percentage points year over year, from 48.8% of total sales in the fiscal first quarter of 2016.

Mobile sales also continue to increase, and accounted for 48% of sales in Evine’s digital sales in the quarter, compared with 45.6% in the same period last year, CEO Bob Rosenblatt told investors on an earnings call, according to a Seeking Alpha transcript.

The web merchant wants to increase purchase frequency by improving how it interacts with shoppers on mobile devices and via social networks such as Facebook, Instagram, Pinterest and YouTube, Rosenblatt said.

“For our first quarter, although our total customer base was down slightly, our average purchase frequency increased to 4.8 items during the quarter, which was a 12% increase over the same period last year,” Rosenblatt said.

Evine also plans to use targeted data and machine learning to better market to shoppers, Rosenblatt said. “We are getting really good at being able to say, ‘Well if this customer bought this, then there’s a likelihood that they’re going to want to buy that,’” he said.

Evine is No. 117 in the Internet Retailer 2017 Top 1000.

For the fiscal first quarter ended April 29 Evine reported:

• Net sales of $156.3 million, a 6.4% decrease from $166.9 million in the year-ago period.
• Net loss of $3.2 million compared with a loss of $4.9 million.