Kogan.com
Major Australian pure-play online retailer selling consumer electronics, appliances, and mobile plans.
Kogan.com at a glance
Kogan.com is an e-commerce website and one of the most visited sites in Australia, currently ranked #8 in the country. It was founded in 2006 by Ruslan Kogan and is headquartered in Melbourne, Australia. Today Kogan.com is owned by Kogan.com Ltd. Our estimates put its audience at ≈ 14 million visits per month. The business earns money mainly through direct e-commerce retail, kogan first subscriptions. Its closest rivals include jbhifi.com.au, amazon.com.au, catch.com.au.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 13.2 million / month | +2% |
| Q2 | ≈ 13.6 million / month | +3% |
| Q3 | ≈ 14 million / month | +3% |
| Q4 | ≈ 14.8 million / month | +6% |
Traffic sources
- Direct48%
App-first shopping habit
- Organic search31%
- Paid search11%
- Social6%
- Referral & email4%
Audience & demographics
- Women54%
- Men46%
- Age 25-3430%
- Age 18-2423%
- Age 35-4422%
The audience is concentrated in Australia, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Australia86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 4.2 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Australia
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| kogan.com | 1 | Very high | Dominant |
| online shopping | Top 10 | High | — |
| discount codes | Top 10 | High | — |
| free delivery | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Australia web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 76% mobile
- Position in country
- Among the leading e-commerce apps in Australia
Company information
- Website
- kogan.com
- Sector
- E-commerce
- Owner
- Kogan.com Ltd
- Owner type
- Public company
- Founders
- Ruslan Kogan
- Founded
- 2006
- Headquarters
- Melbourne, Australia
- Employees
- 400+
- Ownership
- Kogan.com Ltd controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $320 million annual revenue (est.)
- Languages
- English
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $320 million annual revenue (est.)
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Kogan.com operates an online retail and marketplace platform focused on Australia. Major Australian pure-play online retailer selling consumer electronics, appliances, and mobile plans. Revenue comes mainly from direct e-commerce retail, supported by the other lines listed below.
- Direct E-commerce Retail
- Kogan FIRST Subscriptions
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- Australia
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Australia)
- #8 in this index
- Sector rank
- Leading e-commerce site in Australia
- Global rank
- 5200
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| jbhifi.com.au | ≈ 8.4 million / month | #9 class competitor | — |
| amazon.com.au | ≈ 6.3 million / month | #10 class competitor | — |
| catch.com.au | ≈ 4.2 million / month | #11 class competitor | — |
What is Kogan.com?
Kogan.com (kogan.com) is an online retail and marketplace platform serving users in Australia. Major Australian pure-play online retailer selling consumer electronics, appliances, and mobile plans. It ranks #8 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Kogan.com?
The site is operated by Kogan.com Ltd, founded by Ruslan Kogan. The company was established in 2006 and is headquartered in Melbourne, Australia. It employs around 400+.
Traffic and audience
Traffic estimates place Kogan.com at roughly 14 million visits per month, about 0.5 million per day. Around 76% mobile of sessions come from mobile devices, and visitors view about 7.4 pages per visit with an average session of 6 min.
How Kogan.com makes money
Revenue comes primarily from direct e-commerce retail, alongside kogan first subscriptions.
Competitors in Australia
Its closest rivals include jbhifi.com.au, amazon.com.au, catch.com.au.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 2006
Kogan.com is founded in Melbourne, Australia.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #8 among the most visited websites in Australia.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Wide product assortment with competitive local pricing
- Established delivery and returns network
- Local payment methods and installment options
- Mature seller tools and campaign calendar
Cons
- Product quality varies between third-party sellers
- Returns and disputes can take time on marketplace orders
- Commissions and ad costs pressure smaller sellers
- International shipping coverage is limited
Key statistics
Frequently asked questions
Who owns Kogan.com?
Kogan.com is operated by Kogan.com Ltd. Public company structure, based on public filings and press reporting.
Where is Kogan.com headquartered?
Kogan.com is headquartered in Melbourne, Australia.
When was Kogan.com founded?
Kogan.com was founded in 2006 by Ruslan Kogan.
How many employees does Kogan.com have?
Kogan.com employs approximately 400+ people.
What is Kogan.com's revenue?
Kogan.com's revenue: ≈ $320 million annual revenue (est.).
Who are Kogan.com's competitors?
Main competitors in Australia include jbhifi.com.au, amazon.com.au, catch.com.au.
How does Kogan.com make money?
Mainly direct e-commerce retail, kogan first subscriptions.
Is Kogan.com publicly traded?
Kogan.com's ownership: Public company.
How many visitors does Kogan.com get?
Third-party estimates place Kogan.com at roughly 14 million visits per month, mostly from Australia, with 76% mobile traffic.
Is Kogan.com safe?
Kogan.com is an established e-commerce site founded in 2006 and ranked #8 in Australia; use the official domain kogan.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementskogan.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageAustralia and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos