AO World, the electricals retailer, moves to offshore parts of its sales and customer contact operations, citing rising wage costs. Multiple reports say the company is transferring certain roles to overseas operations as it seeks to reduce its wage bill, which it describes as having increased significantly. The planned changes cover functions linked to customer contact and sales, rather than a full closure of operations. The reports indicate AO World is implementing the restructuring through a combination of relocating roles and changing how these functions are delivered, while continuing to operate its existing business. Details on the number of jobs affected, the specific locations chosen for offshore work, and the timeline for the changes are not fully consistent across the limited information provided. Overall, the coverage frames the decision as a cost-led restructuring intended to improve financial resilience in the current labour-cost environment. The company’s plans are reported alongside the broader context of retail cost pressures and workforce adjustments.