Senior staff at AO World could be in line for almost £1 million each if targets over the next three years are achieved.
The plan includes around 30 top managers and executives at the firm who would share a bonus pot of £25 million if the firm's market value doubles in three years.
AO World - formerly known as Appliances Online - listed last month with a value of £1.2 billion. It was worth £1.4 billion at the close of the market on Friday.
The award will be capped at 150 per cent of salary, according to details released in the float prospectus last month. That means some managers will receive more than the £833,000 average.
The scheme is designed to help keep and to motivate key staff and includes heads of trading, IT and marketing. The company controls about 13 per cent of the household appliances market in Britain and made £275 million in sales last year mainly selling white goods.
It plans to extend its product offer to other areas and plans to launch the business in Germany.
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