Kogan.com, with headquarters are in Melbourne, Australia, was founded by Ruslan Kogan in 2006 from his parent's garage. Kogan started the site to sell LCD televisions assembled in Chinese factories and branded by Kogan.
TVs and electronics still make up most sales, however in recent years, with the introduction of Kogan Marketplace, the site has expanded to include everything from fashion to garden furniture, children’s toys to groceries.
By selling on Kogan, you will be able to showcase your products to millions of shoppers each month. According to Similarweb, in March 2021, the site attracted almost 9.5 million unique visitors. Kogan.com provides an excellent opportunity for e-commerce retailers to enter the Australian market.
This article will guide you through the process of getting started with Kogan’s Marketplace, creating and managing your products and selling to the Australian market.
Here are the areas we will be covering:
Originally Kogan.com focussed on its products. Their product range has expanded from electronics to include: Kogan Mobile, Internet, Insurance, Travel, Money, Cars, and Energy. The site is now open to sellers of a wide range of products.
According to Kogan.com, Kogan Marketplace was built on three key pillars:
Here are a few things you need to know before you start to sell on Kogan.
The Kogan Marketplace is the area of Kogan.com that is open to brands, retailers or distributors to gain access to new customers through the platform. Customers purchasing products sold on the Kogan Marketplace platform will be eligible for benefits, including Interest-Free Finance Options and earning Qantas Frequent Flyer points.
Clients can also use their existing Qantas Points or Citi Reward Points to buy through the Kogan Marketplace. Sellers will have access to marketing support, payment gateways, customer support, and integration with backend operations.
There are two options for selling on Kogan: become a supplier or join the marketplace.
Supplier
If you have products you wish to sell but do not have online fulfilment capability, you can partner with Kogan and become a supplier to sell your product to the Kogan audience. To register as a supplier, you will need to complete a registration form. Providing the following information:
You can view the Supplier Registration form HERE.
Marketplace
If you have products and the capacity to sell direct to customers, you can register to list on Kogan.com. You will need to complete a Marketplace Application. You will need to provide the following information:
You can view the Marketplace Application form HERE.
After completing either the Supplier or Marketplace form, you will be contacted by the Kogan team with further instructions.
Like Amazon, Kogan sells a huge variety of products, but some categories are more popular than others.
Currently, the most popular categories are:
Products sold on Kogan Marketplace must comply with Australian laws and regulations as well as Kogan's restrictions. Sellers must take into consideration the following:
The marketplace allows for the sale of a wide variety of products, however, some products are prohibited for sale on the platform, including:
If you are concerned about your product, you can check the full list of prohibited or restricted items.
Kogan works on a commission basis. Customers will make payment to Kogan using various payment methods offered on the Kogan Marketplace.
Sellers will be reimbursed the purchase price of the goods sold, minus Australian Goods and Service Tax and commission. The commission will be specified in the registration form when the seller signs up.
It may be useful to read over the full Terms & Conditions for further details.
If you sell on the Kogan Marketplace you will be required to comply with Australian Goods and Services Tax laws.
Goods valued at A$1000 or less, sold to Australian customers from suppliers outside of the country, require 10% GST to be added to the price. As the platform operator, Kogan is required to collect and pay GST on these sales.
For all products sold and shipped from outside Australia, Kogan will:
Therefore, there is no action required from sellers for products that are A$1000 or less.
If a product is over A$1000 or if multiple items under A$1,000 are purchased together in one order that totals over A$1,000, you will be responsible for the GST. You need to add 10% GST to your sale price and use your Direct Duty Paid (DDP) solution with your shipping partner.
For all orders shipped to Kogan customers into Australia, the following will be required in the shipping documents:
For more information on the new GST rules, visit https://www.ato.gov.au
There are three options for including shipping costs on Kogan Marketplace.
A flat rate for shipping for each product anywhere that store ships to, even if a customer buys multiple products.
No shipping charge, you may want to include shipping in the product price.
If your shipping costs change depending on the destination, you may want to vary your shipping costs. You will need to discuss this with your Marketplace Account Manager.
You may also find interesting: A Complete Guide to Dropshipping in Australia
To get started with Kogan.com:
Once you have been accepted by Kogan.com as a partner seller, you will need to add your products.
You can add and manage your product lists using the Seller Template.
The template contains 12 mandatory fields:
The following 6 fields are optional:
You may want to add in variations of your products for customers to choose from. For example, various clothing or shoe sizes or colour of homeware or electronics.
You can add variations by including the following fields in the seller template:
Once you have completed your Seller Template, it should be hosted as a CSV file on your web server via a fixed URL, allowing it to be retrieved by Kogan.com.
It should be hosted with a URL such as- https://www.example.com/feeds/kogan/.
Kogan.com supports integrations with most e-commerce platforms allowing you to create product feeds directly from your platform. During your onboarding process, you will be given the API key and access to a test environment.
Up to 500 products can be created at once. You will need to include the same information required for the Seller Template outlined above.
Following the testing process, your Marketplace Account Manager will give you access to the live environment.
Your Kogan.com Marketplace Account Manager will ensure you can set up your product feeds effectively, either through the Seller Template or API integration.
When creating your product listings, keep the following in mind to ensure your products stand out in the marketplace:
Kogan is a busy marketplace, particularly if you are selling electronics, it’s important to make sure your listings stand out.
You can also use a tool, such as DataFeedWatch. This Feed Marketing Solution tool can help to ensure your product feeds are optimized. DataFeedWatch automates and simplifies product feed management.
DataFeedWatch can be used to manage your Kogan Marketplace feed and also efficiently manage all your channels. Book a FREE demo.
Now you have your products live on Kogan Marketplace, your order will start to come.
There are further details on how to use Kogan.com Marketplace effectively on the website.
To sum up:
If you are looking to enter the Australian marketplace, Kogan.com is a great alternative to Amazon or eBay. The platform has a large existing customer base and allows sellers to take advantage of its additional marketing opportunities.
You can either choose to become a Kogan Supplier or a Kogan Partner Seller and you will be given a Kogan Marketplace Account Manager to help you set up your account.
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