UK-based retailer considers leaving Germany

It’s been only 3 years after their launch in Germany


UK-based retailer considers leaving Germany. Source:

AO, the online electrical retailer, is considering leaving the German market, according to Ecommerce News. The company from the United Kingdom launched there in 2014 but is struggling due to fierce competition, increasing costs and supply chain issues.

AO published a trade report of the Q3 2021, announcing a ‘strategic review’ of its German branch. The news follows a previous retreat from the Netherlands in 2019. This way, the company seems to be rolling back their European presence.

The Q3 numbers show that revenue from Germany fell 24%. Compared to 2019, the first 9 months of 2021 showed a growth in revenue. However, 2020 results were disappointing: German revenues dipped with 8%. In the UK, which traditionally generates the majority of AO’s revenue, the numbers remained stable.

The report says that German business was impacted by a number of factors. AO mentions an intensified competition in the online market, increasing marketing costs and issues with the supply chain.

The company says it is focused on maximizing shareholder value and will review their German operations, of which the results will be announced ‘in due course’.

We’ve reported that Klarna launches its fixed-term deposit account in Germany.


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