Online technology retailer AO World is to create 650 jobs as part of a recruitment drive after the coronavirus pandemic accelerated digital sales.

It said the new recruits will help the company to manage the sustained increase in demand seen in recent months.

AO said staff are needed across its business, from supply chain roles to customer service positions, and it is looking to fill vacancies in locations including Manchester, Bolton, Telford, Thatcham and Crewe as well as, in some cases, working from home.

The Bolton-based business was founded in 2000 and has grown to employ around 3,000 employees.

We’re investing to cement the change and prepare for our next phase of growth, which includes creating hundreds of new, high-quality jobs for a diverse range of talented people

Chief executive John Roberts said the company was fit and focused prior to the pandemic but was immediately boosted by consumer habits shifting towards online retailers.

AO witnessed “five years’ change in five weeks”, he said, as high street stores closed their doors in the Covid-19 lockdown.

“We now have the opportunity to make AO a habit that lasts for our new customers,” he said.

“We’re investing to cement the change and prepare for our next phase of growth, which includes creating hundreds of new, high-quality jobs for a diverse range of talented people.

“Every one of the new recruits will be part of our new Value Creation Plan, which rewards exceptional business performance, with every member having the opportunity to earn around one times their salary as a bonus in 2025.”