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David Jones Limited (ASX:DJS) has reportedly boosted its online shopping site during the testing of its new online portal.
According to Fairfax Media, the retailer has tripled its online sales in the early testing phase of the web application which is designed to replace a 12-year old e-commerce system.
DJ’s aims to increase its online sales to 10 per cent of total sales, it currently sits at 1 per cent.
The department store has increased the number of products it sells online from 9000 to 80,000 with an additional 10,000 products to be added before Christmas.
The changes come as part of its Future Strategic Direction Plan after its annual net profit plunged 40 per cent.
In the 2012 financial year David Jones booked a net profit of $101 million.
