AO World revenues and profits climb amid stronger membership uptake

AO World has reported revenues of £586m, up 14% year-on-year, with business-to-consumer retail sales rising 12% to £423m for six months ended 30 September. 

The group stated that growth was supported by rising market share and continued take-up of its Five Star membership programme.

Profit before tax also increased to £18m from £16m, despite an estimated £4m in additional costs from National Minimum Wage and National Insurance increases. 

During the period the company launched Switch24, a handset upgrade offer for members, allowing them to access the latest Apple phones from £17 a month.

The business also continued investment in its Five Star membership proposition through compelling discounts across all categories. All metrics across renewal rates, member spend and share of wallet improved in the period.

Additionally, AO reported progress in its mobile offering, which is now run-rate profitable, and said integration and simplification of MusicMagpie had reduced annualised losses, with the acquired unit expected to narrow its deficit to about £2m in FY26.

It stated that trading in the first half was slightly ahead of expectations, and now anticipates full-year profit before tax to be at the top end of its recently guided £45m to £50m range.

John Roberts, chief executive, said: “These numbers speak for themselves, and it has been another positive six months of operational and financial progress. 

“I am incredibly excited to have launched Switch24, a new proposition which enables our Five Star members to buy the latest Apple handsets from as little as £17 for an iPhone 17. This is a first in the UK market, and also allows our members to have the latest iPhone every two years. Our strategy is working and we’re as confident as ever about AO’s upwards trajectory.”