How television and web retailer JTV tunes into mobile shoppers

Sales on tablets and smartphones combined are forecast to grow 32% year over year to $71.7 million in 2016 from $54.5 million a year earlier at JTV, the jewelry merchant says.

At JTV.com, mobile sales are surging and account for about 45% of e-commerce sales. That’s not 45% of traffic, but of sales, says Craig Shields, vice president of e-commerce for the television home shopping network and online retailer.

Online sales account for about 30% of the shopping network’s total revenue, Shields says. The remainder of JTV’s sales come from TV viewers, mainly between 40 and 60 years old, who call in to order. The network is available in about 86 million U.S. households.

But in recent years m-commerce has been changing for JTV, particularity when it comes to purchasing via smartphones.