The group, which owns the John Lewis department store and supermarket Waitrose, said it aims to become the UK's biggest direct seller.
The £30m investment in its direct sales operation will be spread over a five-year period. It includes the launch this week of a new website, johnlewis.com, which offers 5,000 key home and gift items.
A John Lewis spokesman said, "We expect profits within five years and to see sales at £50m."
In February, John Lewis bought the UK arm of online retailer Buy.com. The technology it acquired as part of its purchase of Buy.com has been used to power the new John Lewis site.
At the time of its acquisition of Buy.com, which sold books, computers and videos, John Lewis said it would use Buy.com to drive its online expansion.
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