The Iconic has posted a $9.2 million loss for 2017, its sixth consecutive result in the red.

While online sales ballooned 41% to a record $267.8 million, the online retailer missed its target to become profitable in 2017.

The platform has racked up $152 million in losses since 2011, as part of a bold bid to dominate online market share in Australia.

For the first time ever, it was in the green for cashflow last year with expectations it will hit profitability this calendar year.

The eCommerce giant also expects to hit $1 billion in sales in three years.

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