Kogan.com

Nine dimensions merchants should review before joining:

Merchant snapshot

E dey good for localized sellers an own-brand merchants for electronics/home-appliance/home categories, use Kogan First subscription an local warehouse fulfilment to enter Australia; but FY25 loss, small scale, no be traffic-type first choice.

Entry requirements

Kogan na self-operated (1P) + third-party marketplace (3P) hybrid model; marketplace business dey grow strong, open to third parties to spread inventory risk. Third-party sellers apply through Kogan Seller Hub, need to provide company entity qualification an product info; exact review standard as e dey for official requirement. Cross-border sellers need Australia GST registration (Australia GST dey charge on imported goods from first AUD, no de minimis threshold) an usually need local warehouse or logistics plan wey fit deliver to Australia; language mainly English.

Fee structure

Marketplace commission by category; research no capture official unified commission figure, exact as e dey for di Kogan official fee table/seller agreement. No fixed monthly subscription fee for sellers (Kogan First na consumer-paid subscription, sellers no directly pay). Optional platform local warehouse fulfilment service, storage/delivery fee as e dey for di official price list. On-site promotion/promotion tools get extra fee (as e dey for official).

Getting traffic

Natural traffic mainly brand search an Kogan First subscription users — subscribers enjoy free shipping/exclusive price forming high-frequency repeat purchase, na platform core traffic asset (subscription flywheel story). On-site ads an promotion system (member exclusive price, flash sale etc) simpler than Amazon SP/ad system. After Catch shut down January 2025, local discount e-commerce traffic vacuum; Kogan na one of few players wey fit carry local low price + next-day delivery demand (SMH).

Fulfilment & logistics

Australia local warehouse fulfilment (self-operated warehouse), compared with Temu/Shein cross-border direct mail, delivery time advantage dey clear (next-day/second-day). Cross-border sellers fit self-ship (seller fulfilled) or enter Kogan warehouse. New Zealand business carried by Mighty Ape; FY25 related impairment A$46.3M show e dey drag overall. Australia land big population sparse, remote area last-mile cost dey high (AusPost structural headwind) na overall fulfilment cost background.

Payments & settlement

Consumer-facing payment through platform (credit/debit card an Afterpay etc Australia local BNPL/buy-now-pay-later); sellers no directly handle collection. Sellers settle in Australian dollar A$, money-back cycle as e dey for di official seller agreement. Kogan Mobile (telecom) an Kogan First subscription form platform recurring income source; dia operating condition dey affect platform resource investment to seller side.

Compliance

Need Australia GST registration an filing (imported goods from first AUD, no de minimis). Products must meet Australian Consumer Law (ACL) an ACCC product safety requirements (ACCC from 2025 strengthen online marketplace product safety regulation). Electronics/home appliances need to meet Australia electrical safety an energy efficiency (RCM mark etc) requirements. Cross-border sellers note import tariff an compliance entity arrangement.

Key risks

1) Platform own operation no stable: FY25 net loss A$39.5M, Mighty Ape impairment A$46.3M, trading halt once after results, historical inventory crisis an cash flow pressure (Eightx teardown); 2) Amazon/Temu/Shein triple price war dey compress order value an gross margin; scale (about A$931M) an Amazon (A$7.7B level) gap dey huge, scale effect no enough; 3) New Zealand business (Mighty Ape) if continuous worsen go continue drag profit (Morningstar); 4) Platform traffic base small, new seller cold start hard, an seller policy/fee get adjustment risk (reference eBay tiered fee precedent).

Best-fit sellers

E dey best for: sellers wey already get Australia local entity/local warehouse for electronics, home appliances, home, DIY categories, an own-brand (private label) sellers — fit use Kogan First user pool an local fulfilment to build repeat purchase. E no dey good for: cross-border volume beginners wey dey chase traffic scale an extreme low price (exposure far smaller than Amazon/eBay), an fashion fast-moving consumer goods categories (no be Kogan mindshare categories).

Sources

research/sections/anz_platforms.md 9.1/9.2.4; research/research-top5-ecommerce-platforms-jp-kr-au-nz.md; 各地区电商平台Top5深度研究报告.md 第8章; https://www.applianceretailer.com.au/kogan-posts-39-5-million-loss-amid-mighty-ape-reset-stronger-marketplace-growth/; https://www.ragtrader.com.au/news/kogan-reports-39m-loss-issues-trading-halt; https://eightx.co/blog/asx-teardown-kogan-2026; https://kessler-prod.reta52d8.eas.morningstar.com/company-reports/1324723-kogan-earnings-australian-advancements-in-sales-and-earnings-overshadowed-by-new-zealand; https://www.smh.com.au/business/companies/online-retailer-catch-com-au-to-shut-down-190-jobs-to-go-20250121-p5l618.html; https://www.worldfirst.com/au/insight/ecommerce-seller-resources/sell-on-kogan/

Kogan.com appear for di Top-5 lists of 1 regions: Australia / NZ.

• Australia and New Zealand（#4）：Electronics / appliances / private label; marketplace + 1P hybrid

Every figure come from dat region Top-5 report and source audit. No cross-region conversion or new estimates: