has launched a global search for the next “digital disruptors” in partnership with innovation advisory firm L Marks.

The AO Innovation Lab will select tech start-ups to take part in a 10-week programme to work alongside the online retailer.

The chosen start-ups will be given the chance to collaborate and demonstrate new ideas to make online shopping faster and easier for its customers.

L Marks will help to identify start-ups from around the globe using criteria set by – including creating unique shopping experiences, creating a more digital salesforce, optimising customer deliveries and the next phase of augmented reality.

This will be the first time L Marks has worked with a pureplay etailer. Chief executive Daniel Saunders said the company is “excited to be working with such an innovative and successful company”.

“AO is perfectly suited to support start-ups in their development whilst harnessing the latest technology innovations to improve their own operations and create new experiences for their customers,” he added. chief executive John Roberts said: “We have a world-class IT team but we don’t know what we don’t know, so the AO Innovation Lab will challenge our thinking and open our eyes even wider.

“Partnering with experts like L Marks means we’ll find tomorrow’s tech entrepreneurs and make their ideas a reality to the benefit of our customers. It’s one of those situations where everyone involved is a winner.”

Applications for the programme will close on May 22.