Surging sales on mobiles and tablet computers helped the owner of online shopping and catalogue brands Very and Littlewoods deliver its first annual profit in a decade.
Retailer Shop Direct swung to pre-tax profits of £6.6 million for the year to the end of June, versus £57.7 million losses a year earlier.
Celebrity endorsement from Fearne Cotton and Myleene Klass also bolstered its performance, with sales rising 1% to £1.69 billion.
Liverpool-based Shop Direct said the "digital revolution" meant online accounted for 81% of its sales between July and September, rising from 78% during the year and 75% in 2012.
And 38% of its online sales came via mobile devices in its latest quarter, compared with 20% during 2012.
The group, which is owned by the Barclay brothers, who also own the Daily Telegraph newspaper, delivered 25.9 million parcels during the year, containing 45.6 million products.
Meanwhile, Shop Direct more than halved its catalogue distribution to 4 million, compared with 8.2 million a year earlier. Undisclosed exceptional costs dropped to £8.4 million from £46.2 million a year earlier.
Chief executive Alex Baldock said the return to profit is a key milestone in its digital progress, giving a "solid platform to move forward".
He said: " We occupy a unique position in the UK's digital retail market by making good things easily accessible to more people, and are proud of the part we play in our customers' lives."
Shop Direct said its newer brands Very.co.uk and isme.com will be its "future growth drivers", after hiking sales 18%.
But while its "heritage" brands Littlewoods.com and KandCo.com saw sales fall 7%, profits there held steady.
Its digital expansion is delivering "significant gains", with its growing bank of data allowing it to target customers with unique emails and product suggestions.
And it said the addition of brands including Lyle & Scott, Hunter and St Tropez are boosting its appeal, with more than 800 brands stocked.
It has expanded TV presenter Fearne Cotton's collection for Very to include furniture and home goods, while singer Myleene Klass has added swimwear and lingerie to her Littlewoods range.
Mr Baldock said the group is focused on a strong Christmas performance, as it predicted best-sellers including novelty jumpers, onesie body suits and the PlayStation 4.
The group employs about 4,000 staff, with roughly half in its Speke head office.