AO World Plc (LON: AO.) is an online electrical goods retailer with a mission to become an international destination for electrical items. The retailer focuses on providing everything that its customers would need from the electrical goods category in a simple and easy manner. In Britain, the various category of goods at AO include small domestic appliances (SDA), major domestic appliances (MDA), audio visual (AV), and consumer electronics (CE). In December 2018, AO bought Mobile Phones Direct Limited and broadened its mobile phone offering. In October 2014, the retailer started its German operations with MDA products, and now sells Floorcare, AV, and SDA categories. For delivery of goods to its customers, AO uses both its in-house logistics division and selected third parties. In addition to the delivery business, the retailer provides ancillary services, including installation of new goods, collection of old products, product protection plans, and customer finance. AO World is headquartered in Bolton. It is a part of the FTSE 250 index.