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nordstrom2There was plenty to be happy about in Nordstrom’s Q2 earnings report on Thursday, but its online stores continue to be the shining star.

Sales at Nordstrom.com grew by 20 percent over the same time last year, while Nordstromrack.com and HauteLook grew by 50 percent.

That compares to 1 percent growth in sales at Nordstrom’s brick-and-mortar locations.

So far in fiscal year 2015, the company has counted $1.34 billion of its total $6.7 billion sales online. That means if it can keep it up for two more quarters, 2015 will be the first time online sales count for 20 percent of the business.

Not surprisingly, that slice of the revenue pie has been growing as Nordstrom continues to sharpen its focus on e-commerce. In 2014, 18 percent of sales were made online, 15.8 percent in 2013 and 12.8 percent in 2012.

The company told investors on Thursday it tries not to think about the numbers by channel, since customers don’t care where their sales are recorded. Nordstrom says it just wants to create the best shopping experience possible.

But clearly, there are market trends consuming the entire retail industry — and the Seattle-based retailer is making sure to keep up.

 

nordstrom-siteNordstrom has been rolling out all sorts of e-commerce initiatives, including a new Android app, text-to-buy feature, curbside pickup for online orders and a standalone website for Nordstrom Rack stores.

Overall, Nordstrom posted strong numbers on Thursday, beating analyst expectations with a $211 million profit on $3.7 billion in revenue. The company’s stock jumped more than 6 percent in after hours trading on the news.

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