AO.com
A UK online electrical retailer for appliances and electronics with fast delivery.
AO.com at a glance
AO.com is an e-commerce website and one of the most visited sites in United Kingdom, currently ranked #188 in the country. It was founded in 2000 by John Roberts and is headquartered in Bolton, UK. Today AO.com is owned by AO World plc. Our estimates put its audience at ≈ 25 million visits per month. The business earns money mainly through product sales, recycling and services. Its closest rivals include currys.co.uk, argos.co.uk, johnlewis.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 23.5 million / month | +2% |
| Q2 | ≈ 24.3 million / month | +3% |
| Q3 | ≈ 25 million / month | +3% |
| Q4 | ≈ 26.5 million / month | +6% |
Traffic sources
- Direct48%
App-first shopping habit
- Organic search31%
- Paid search11%
- Social6%
- Referral & email4%
Audience & demographics
- Women54%
- Men46%
- Age 25-3430%
- Age 18-2423%
- Age 35-4422%
The audience is concentrated in United Kingdom, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- United Kingdom86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 7.5 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- United Kingdom
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| ao.com | 1 | Very high | Dominant |
| online shopping | Top 10 | High | — |
| discount codes | Top 10 | High | — |
| free delivery | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the United Kingdom web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 76% mobile
- Position in country
- Among the leading e-commerce apps in United Kingdom
Company information
- Website
- ao.com
- Sector
- E-commerce
- Owner
- AO World plc
- Owner type
- Public company
- Founders
- John Roberts
- Founded
- 2000
- Headquarters
- Bolton, UK
- Employees
- 3,000+
- Ownership
- AO World plc controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $1.5 billion annual revenue (est.)
- Languages
- English
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $1.5 billion annual revenue (est.)
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
AO.com operates an online retail and marketplace platform focused on United Kingdom. A UK online electrical retailer for appliances and electronics with fast delivery. Revenue comes mainly from product sales, supported by the other lines listed below.
- Product sales
- Recycling and services
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- United Kingdom
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (United Kingdom)
- #188 in this index
- Sector rank
- Leading e-commerce site in United Kingdom
- Global rank
- 3000
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| currys.co.uk | ≈ 15 million / month | #189 class competitor | — |
| argos.co.uk | ≈ 11.2 million / month | #190 class competitor | — |
| johnlewis.com | ≈ 7.5 million / month | #191 class competitor | — |
What is AO.com?
AO.com (ao.com) is an online retail and marketplace platform serving users in United Kingdom. A UK online electrical retailer for appliances and electronics with fast delivery. It ranks #188 among the most visited websites in the country in this index, within the e-commerce category.
Who owns AO.com?
The site is operated by AO World plc, founded by John Roberts. The company was established in 2000 and is headquartered in Bolton, UK. It employs around 3,000+.
Traffic and audience
Traffic estimates place AO.com at roughly 25 million visits per month, about 0.8 million per day. Around 76% mobile of sessions come from mobile devices, and visitors view about 7.4 pages per visit with an average session of 6 min.
How AO.com makes money
Revenue comes primarily from product sales, alongside recycling and services.
Competitors in United Kingdom
Its closest rivals include currys.co.uk, argos.co.uk, johnlewis.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 2000
AO.com is founded in Bolton, UK.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #188 among the most visited websites in United Kingdom.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Wide product assortment with competitive local pricing
- Established delivery and returns network
- Local payment methods and installment options
- Mature seller tools and campaign calendar
Cons
- Product quality varies between third-party sellers
- Returns and disputes can take time on marketplace orders
- Commissions and ad costs pressure smaller sellers
- International shipping coverage is limited
Key statistics
Frequently asked questions
Who owns AO.com?
AO.com is operated by AO World plc. Public company structure, based on public filings and press reporting.
Where is AO.com headquartered?
AO.com is headquartered in Bolton, UK.
When was AO.com founded?
AO.com was founded in 2000 by John Roberts.
How many employees does AO.com have?
AO.com employs approximately 3,000+ people.
What is AO.com's revenue?
AO.com's revenue: ≈ $1.5 billion annual revenue (est.).
Who are AO.com's competitors?
Main competitors in United Kingdom include currys.co.uk, argos.co.uk, johnlewis.com.
How does AO.com make money?
Mainly product sales, recycling and services.
Is AO.com publicly traded?
AO.com's ownership: Public company.
How many visitors does AO.com get?
Third-party estimates place AO.com at roughly 25 million visits per month, mostly from United Kingdom, with 76% mobile traffic.
Is AO.com safe?
AO.com is an established e-commerce site founded in 2000 and ranked #188 in United Kingdom; use the official domain ao.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsao.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageUnited Kingdom and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos