Shop Direct Group could slash up to 1,150 jobs as it announced the closure of its Merseyside call centre.
The home shopping specialist has closed its Crosby Contact Centre and begun a 90-day consultation with its staff.
Shop Direct Group chief executive Mark Newton-Jones said: "We recognise that this will be a difficult time for those members of our team impacted by today's announcement. We do hope to relocate 250 of them and we will do everything we can to support those affected.
He added: "Our business is changing because the way our customers choose to shop with us is changing. We anticipate that 70 percent of our sales will be online by 2010/11 and, therefore, the future of our business is online-led."
Home shopping group Freemans Grattan, formerly Otto UK, also announced this month that it was in consultation with all of its 3,800 staff in a bid to restructure its UK business.