Online electricals store AO has today announced it has started testing technology from a partner sourced through its Innovation Lab.

Surfly has been chosen to help make the online shopping experience for AO's customers easier, via a tool which will share customer’s screens in order to easily guide them around the AO website.

The tool is designed to allow customers to navigate more quickly to the product and services they want to purchase while protecting personal information and financial details.

Based in Amsterdam, Surfly was founded by Nicholas Piël in 2012.

AO, in partnership with innovation advisory firm L Marks, met Surfly through its Innovation Lab after receiving 200 applications.

Fifteen of these tech start-ups were shortlisted and invited to pitch their ideas to AO in 15 minutes.

Following the pitch day, AO are starting partnerships with another three international businesses from Europe and America.

David Lawson, MD said: "We're pleased to announce our first partnership with Surfly following a successful pitch day in our Innovation Lab. Surfly will make it much easier and faster for customers to navigate around our website to find the right products for them. We're looking forward to working collaboratively with Surfly in the coming months."

Surfly founder Piël added: "The pitch day at AO was an incredible experience and we're thrilled to have been selected to partner with AO. We're extremely grateful for the opportunity and we're looking forward to working with such a forward-thinking business."