Case Study: AO.com achieves smooth scaling and improved customer experience with New Relic

AO.com Applies Data to Outperform the Competition

AO.com is a UK online retailer selling 5,000+ products and competing primarily on customer experience through its e‑commerce platform. Rapid growth exposed limits in its hand‑rolled instrumentation and the company needed faster feature delivery, better visibility into performance at peak times (e.g., Black Friday), and a scalable way to set team KPIs and targets.

AO implemented New Relic APM, Synthetics, Insights and Infrastructure to monitor applications, run synthetic and load tests, and build custom dashboards for both engineers and business analysts. The result was faster incident diagnosis, measurable performance and conversion improvements, smoother scaling for growth and peak events, and stronger data support for migrating systems to the public cloud.

AO.com

Carl Phillips

Director of Systems Engineering