Shop Direct reported a "record-breaking" Christmas as mobile shopping helped to deliver increased sales of 6% year-on-year.

The e-tailer said its Very.co.uk brand delivered "exceptional" growth of 17% year-on-year for the seven weeks to 25 December, as it provided a personalised mobile shopping experience. Shop Direct noted Very.co.uk is on track to deliver over £1 billion in sales this year.

Shop Direct, which now consists of Very, Very Exclusive and Littlewoods, said it received 82 million visits to its site over the Christmas period, up 8% year-on-year, while its Black Friday sales were up 64%, with no faults in its web performance despite 4.2 million web visits in a single day.

CEO, Alex Baldock, said: "Christmas 2015 was a record-breaker for Shop Direct, and we’re pleased to see our momentum continue to build.

"Received wisdom is that every retailer should be multichannel. We don’t buy that. We like being a digital pureplay. It allows us to keep things simple and focus our energy on mobile innovation, which has been a big factor in our record peak trading."

The retailer said it has "no distraction" from catalogues and physical stores and being 100% digital has allowed it to focus on mobile, which paid off as the channel reported the fastest growing sales: Very.co.uk sales via mobile devices grew 32% year-on-year, while 63% of Christmas online sales for Very were conducted through mobile.

Baldock added: "Looking forward to 2016, we’ll stick to delivering our strategy of making good things easily accessible to more people. In particular, 2016 will be the year of personalisation for Shop Direct. Personalisation is at the heart of making the shopping experience ever easier for our customers, enabled by heavy investment in big data and technology which we expect to make a big impact in 2016.

"On the back of a strategy that’s working and a successful peak, we’re now well on track to deliver another record-breaking year of sales and profit."

Baldock also announced an investment of £50 million into a personalisation programme for its financial service business, in partnership with IBM.