Etailer Brand Alley sales has jumped 20% to £14m in the first half as it heads closer to profit.

The private sales site said the wet weather helped sales soar 60% in June as shoppers stayed indoors and headed online.

BrandAlley chief executive Rob Feldmann said: “We are reaching a critical point in our growth heading towards a profitable business with strengthening margins and the best variety and quality of sales for our loyal customers.”

Sales growth was driven by mobile shoppers with sales from the site set to account for 20% of revenue this year.

Feldmann said: “We now see strong growth coming through mobile with many customers shopping on the site on their way into work to avoid missing popular sales.”

The private sales etailer said its mobile site, which launched in February, had created a “commuter shopper” who is purchasing between 7am and 9am on the way into work. It said a second spike was occurring post-7pm as consumers take to their iPads at home. Tablet shoppers are its highest spender according to the etailer.

Across the site, the average basket size has leapt 21% this year to £76.

BrandAlley is now expecting a “significant uplift” in sales during the Olympics particularly from the London workforce who will be working from home to avoid long commutes.