"The majority will never look back. We intend to cement that change," he said. Analysts at brokerage Shore Capital which also highlighted the benefit of being online as other electrical retailers had to close their physical stores under lockdown rules, but noted higher costs and the creation of higher comparatives for future trading periods. "This is AO World's moment to shine given that the online market has seen a structural shift that could be permanent by consumers," they said in a note to clients. "We note the outlook statement but also highlight both the increased Covid operating costs and infrastructure developments to further increase capacity. AO World has had a great run and clearly is another Covid winner and whilst the sales momentum continues, we also note the increased operating costs." "The big challenge will be whether the revenue momentum can continue during (the first quarter of) 2022 given the tough comparatives that the business will start cycling."