Kogan.com

Nine dimensions merchants should review before joining:

Merchant snapshot

Kufanelekile kubathengisi basendaweni nakubakhiqizi bamabrendi abazimele bezigaba ze-elektroniki/izinto zikagesi/zasekhaya, abangena e-Australia ngokubhalisa kwe-Kogan First nokugcwaliseka kwendawo yokugcina yasendaweni; kodwa i-FY25 yalahlekelwa, usayizi mncane, akusiyo inketho yokuqala yethrafikhi.

Entry requirements

I-Kogan iyimodeli exubile yokuzithengisa (1P) + i-marketplace yomthwesithathu (3P), ibhizinisi le-marketplace likhula ngamandla, livulekele abangaphandle ukuze kuncishiswe ubungozi besitoko; abathengisi bangaphandle bafaka isicelo ngesikhungo sabathengisi se-Kogan (Seller Hub), kudingeka bahlinzeke izimfanelo zenkampani nolwazi lwemikhiqizo, izindinganiso zokuhlolwa ngqo ngokwezidingo ezisemthethweni. Abathengisi abawela imingcele kudingeka babhalise i-GST yase-Australia (i-GST yase-Australia iqala kusukela kwidola lokuqala lezimpahla ezingeniswayo, ayikho imfuneko ye-de minimis) futhi ngokuvamile badinga indawo yokugcina yasendaweni noma uhlelo lwezokuthutha olungafinyelela e-Australia, ulimi luyisiNgisi ikakhulukazi.

Fee structure

Ikhomishini ye-marketplace ikhokhiswa ngezigaba, ucwaningo alutholanga izinombolo zekhomishini ezisemthethweni ezihlangene, ngokohlelo lwemali olusemthethweni lwe-Kogan/isivumelwano somthengisi; ayikho imali yokubhalisa yanyanga engaguquki ebheke abathengisi (i-Kogan First iyisikhalazo esikhokhelwayo esiqondiswe kubathengi, abathengisi abakhokhi ngqo); insiza yokugcwaliseka kwendawo yokugcina yasendaweni iyinketho, izindleko zokugcina/zokuletha zibekwa ngokohlelo lwamapricelist olusemthethweni; amaphromoshini/amathuluzi okukhushulwa angaphakathi anezindleko ezengeziwe (ngokomthombo osemthethweni).

Getting traffic

Ithrafikhi yemvelo igxile ekusesheni kwebrendi nabasebenzisi ababhalise kwe-Kogan First — amalungu abhalisile athola ukuthunyelwa kwamahhala/amanani akhethekile okwakha ukuthenga okuphindwayo okwenzeka njalo, okuyimpahla engumgogodla yethrafikhi yenkundla (ukulandisa kwe-flywheel yokubhalisa); uhlelo lwezikhangiso namaphromoshini angaphakathi (amanani akhethekile amalungu, ukuthenga ngokushesha njll.) lula kunesistimu ye-Amazon SP/izikhangiso; ngemuva kokuvalwa kwe-Catch ngo-January 2025 kwaqhamuka igebe lethrafikhi le-discount e-commerce yasekhaya, i-Kogan ingomunye wabadlali abambalwa abakwazi ukwamukela isidingo samanani aphansi asekhaya + ukulethwa ngosuku olulandelayo (SMH).

Fulfilment & logistics

Ukugcwaliseka ngendawo yokugcina nokuletha yasendaweni yase-Australia (izindawo zokugcina ezisebenzelayo), kuqhathaniswa nokuthunyelwa ngqo kwamazwe ngamazwe kwe-Temu/Shein kunesikhathi esingcono ngokusobala (ngosuku olulandelayo/ngemva kosuku); abathengisi abawela imingcele bangazithumela (seller fulfilled) noma bangene endaweni yokugcina ye-Kogan; ibhizinisi laseNew Zealand liphethwe yi-Mighty Ape, ukwehliswa kwevelu kwe-FY25 okungu-A$46.3M kubonisa ukuthi lidonsa phansi konke. I-Australia inkulu futhi abantu bambalwa, izindleko ze-last mile ezindaweni ezikude ziphezulu (umoya wokumelana nesakhiwo we-AusPost) kuyisizinda sezindleko zokugcwaliseka jikelele.

Payments & settlement

Izinkokhelo eziqondiswe kubathengi zenziwa ngenkundla (ikhadi lesikweletu/lebhange kanye ne-BNPL yase-Australia efana ne-Afterpay/ukuthenga manje ukhokhe kamuva), abathengisi abaphathi ukuthola imali ngqo; abathengisi bakhokhelwa ngamadola ase-Australia (A$), umjikelezo wokubuyiselwa kwemali ngokwesivumelwano somthengisi esisemthethweni; i-Kogan Mobile (ezokuxhumana) nokubhalisa kwe-Kogan First kwakha imithombo yemali engenayo evamile yenkundla, isimo sayo sokusebenza sithinta ukutshalwa kwezinsiza emkhakheni wabathengisi.

Compliance

Kudingeka ukubhaliswa nokumenyezelwa kwe-GST yase-Australia (izimpahla ezingeniswayo ziqala kwidola lokuqala, ayikho i-de minimis); izimpahla kudingeka zihambisane ne-Australian Consumer Law (ACL) nezidingo zokuphepha kwemikhiqizo ze-ACCC (kusukela ngo-2025 i-ACCC iqinisa ukuqapha kokuphepha kwemikhiqizo kuma-marketplace aku-inthanethi); izinto ze-elektroniki/ezikagesi kudingeka zihambisane nezidingo zokuphepha kagesi nokusebenza kahle kwamandla zase-Australia (uphawu lwe-RCM njll.); abathengisi abawela imingcele banake intela yokungenisa nokuhlelwa kwezimfanelo zokuthobela imithetho.

Key risks

1) Ukusebenza kwenkundla ngokwayo akuzinzile: i-FY25 yalahlekelwa ngu-A$39.5M, i-Mighty Ape yehliselwa ivelu ngo-A$46.3M, intengo yamasheya yamiswa okwesikhashana ngemuva kwemiphumela yezimali, kukhona umlando wezinkinga zesitoko nengcindezi yokuhamba kwemali (Eightx teardown); 2) impi yamanani ephindwe kathathu ye-Amazon/Temu/Shein icindezela inani lokuthenga ngomthengi nemarjini, usayizi (cishe A$931M) umehluke kakhulu kwe-Amazon (izinga lika-A$7.7B), umphumela wosayizi awenele; 3) ibhizinisi laseNew Zealand (Mighty Ape) uma liqhubeka liba kubi liyaqhubeka lidonsa phansi inzuzo (Morningstar); 4) isisekelo sethrafikhi senkundla sincane, kunzima kubathengisi abasha ukuqala, futhi kukhona ubungozi bokulungiswa kwezinqubomgomo/izindleko zabathengisi (bheka isibonelo sangaphambilini se-eBay sokukhokhisa ngezigaba).

Best-fit sellers

Kufanelekile kakhulu: abathengisi bezigaba ze-elektroniki, izinto zikagesi, zasekhaya, ze-DIY asebenenhlangano yasendaweni/indawo yokugcina yasendaweni e-Australia, kanye nabathengisi bamabrendi abazimele (private label) — bangasebenzisa isizinda sabasebenzisi be-Kogan First nokugcwaliseka kwasendaweni ukwakha ukuthenga okuphindwayo; akufanelekile: abaqalayo bokwanda abawela imingcele abafuna ubukhulu bethrafikhi namanani aphansi kakhulu (ukubonakala kuncane kakhulu kune-Amazon/eBay), kanye nezigaba zefashini ne-FMCG (akuzona izigaba zomqondo we-Kogan).

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/

I-Kogan.com ivela ohlwini lwe-Top-5 lwezifunda ezingu-1: i-Australia / i-NZ.

• i-Australia ne-New Zealand（#4）：Izinto zikagesi / izinto zikagesi / ilebula yangasese; indawo yemakethe + 1P hybrid

Inombolo ngayinye ithathwe embikweni we-Top-5 nasekuHlolweni kwemithombo yaleso sifunda. Akukho ukuguqulwa kwezifunda noma izilinganiso ezintsha: