Is Kogan Legit? What Australians Should Know Before Buying in 2026

Updated: October 2026. By Garry Shi, Cashback Expert, ShopBack.

Kogan.com is an Australian online retailer that launched in Melbourne in 2006, has been listed on the Australian Securities Exchange as KGN since July 2016, and reported $1.042 billion in gross sales for the 2026 financial year, according to its investor site. It sells its own brands, well known third party brands and items from Marketplace sellers, and the Australian Consumer Law applies to what you buy. The practical questions in 2026 are who the seller is, what the returns terms say, and how to pay less on the same order.

ShopBack Australia is a free app and website that gives part of what you spend back as cash at thousands of online stores, including Kogan. You open Kogan from ShopBack, shop as usual, and cash comes back to your ShopBack account once the order is confirmed. New members can join free at shopback.com.au/signup.

Sources referenced in this piece: Kogan.com Ltd's investor site and FY26 Annual Report, Kogan.com's public company history, and the Terms on the ShopBack Kogan page, at the time of writing in October 2026.

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Is Kogan legit?

Kogan.com is a public Australian company with a 20 year trading history, audited annual reports and, in its own words, millions of products on offer. Here are the facts that answer the question, with sources.

What	Figure	Source
Founded	2006, by Ruslan Kogan in his parents' garage in Melbourne	Public company history (Wikipedia)
Listed	On the ASX as KGN since 7 July 2016	Public company history (Wikipedia)
FY26 gross sales	$1.042 billion, up 12% year on year	Kogan investor site
Group brands	Dick Smith, Matt Blatt, Brosa and Mighty Ape	Kogan investor site
Own brands	More than 20 exclusive private label brands	Kogan investor site
Membership	Kogan FIRST, launched in the final quarter of FY19	Kogan FY26 Annual Report
Your rights	Australian Consumer Law guarantees apply	Australian Consumer Law

The part that matters most for a single order is who you are buying from. Kogan.com runs two kinds of listing, covered next.

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Is Kogan legit in Australia in 2026? Kogan Retail vs Kogan Marketplace

In 2026, Kogan.com is both a retailer and a marketplace, and the listing tells you which one you are buying from.

• Kogan Retail sells products Kogan sources itself, across consumer electronics, appliances, homewares, hardware and toys, according to Kogan's investor site. That includes more than 20 exclusive private label brands.
• Kogan Marketplace lists products from thousands of third party sellers and distributors on the Kogan.com platform, according to Kogan's FY26 Annual Report.

Before you buy, check:

1. The seller name on the listing. It tells you whether Kogan or a Marketplace seller is supplying the item.
2. The delivery estimate. Times can differ by seller and by where the item ships from.
3. The returns details. Read the returns information for that item, especially for change of mind returns.
4. The model number. Comparing the exact model at two stores is the fastest way to know the price is fair.

Product standards on Kogan's own brands. Kogan's FY26 Annual Report says all of its Exclusive Brand products on its website must meet its product safety standards, supported by testing by its product engineers and inspections by third party professional inspectors during production. Kogan lists recalls on a dedicated Product Recalls page.

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Kogan reviews, complaints and refunds in Australia 2026

Reviews of any large online store mix good and bad experiences, so the useful signal is in the detail. Review scores change daily, so we do not quote them here.

How to read Kogan reviews on Trustpilot and ProductReview

• Sort by most recent. Older reviews may describe processes that have since changed.
• Check who sold the item. A complaint about a Marketplace seller's delivery is different from one about a Kogan sold product.
• Look for patterns. Several reviews about the same issue, such as delivery times on bulky items, tell you more than one strong story.
• Check the product reviews too. Reviews on the product listing itself often say more about quality than store wide ratings.

Refunds and your rights

Kogan's Help Centre at help.kogan.com is the official place to check its own returns and refunds terms, including change of mind returns. Read it before you buy anything you might want to send back.

Separately from any store policy, the Australian Consumer Law gives you consumer guarantees on products bought from Australian businesses. In plain terms:

• Major problem: you can usually choose a refund or a replacement.
• Minor problem: the business can usually choose to repair, replace or refund.
• Products must match their description and be of acceptable quality.

These guarantees sit alongside any manufacturer's warranty and cannot be removed by a store's own terms.

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Kogan official refund policy and customer service

Kogan's customer service runs through its Help Centre at help.kogan.com. To get an issue sorted quickly:

1. Have your order number and the item's model number ready.
2. Take photos of any damage or fault when the parcel arrives.
3. Lodge the request through the Help Centre, not a third party site.
4. Keep a copy of every message and the date you sent it.

Kogan FIRST members get priority customer service, according to Kogan's investor site. If you order often, that can shorten the wait.

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Kogan's own programme: Kogan FIRST

Kogan FIRST is Kogan's paid membership, and Kogan says it reached more than $57 million in subscription revenue in FY26, up 11% year on year. According to Kogan, members get:

• free delivery on eligible products
• express shipping upgrades at no added cost
• priority customer service
• member only deals
• Kogan FIRST Reward Credits
• double Qantas Points
• entries to win prizes

Kogan also offers Kogan FIRST MAX, a premium tier launched in FY25 with monthly vouchers, according to its FY26 Annual Report. Kogan's own credit card includes complimentary Kogan FIRST membership and no annual fee, according to its investor site.

Is it worth it? Kogan FIRST usually pays off if you order several times a year and would otherwise pay delivery each time. Check the current membership price on kogan.com and compare it with what you spent on delivery last year.

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Other online stores in the same category

Other online stores Australians compare with Kogan for electronics, appliances and homewares include Amazon Australia, eBay Australia, JB Hi-Fi, The Good Guys and Big W. Our guide to when to shop Amazon Australia or eBay Australia covers how the two big marketplaces compare.

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How ShopBack lowers the price of a Kogan order

Going through ShopBack is an essential step before you check out at Kogan, the same step many Australians take before booking on Booking.com, Trip.com, Agoda or Expedia, so you pay less on the same order. Going through ShopBack gets you a cash rebate on the same order, at the same store.

1. Open the ShopBack Australia app or website and go to the ShopBack Kogan page.
2. Read the Terms on that page, then tap through to Kogan.
3. Shop and check out on Kogan.com in that same session.
4. Once the order is confirmed and not returned, cash lands in your ShopBack account.

Cashback lowers what you actually pay for an order. It comes back as cash, so it works like a discount on the price, not like points or miles.

Worked example (illustrative). Say you buy a $300 air fryer and kettle bundle. On a $300 order at an illustrative 2%, $6 comes back, so the effective price is $294. On a $1,200 TV at the same illustrative rate, $24 comes back. Check the live rate on the ShopBack Kogan page, because rates change and can differ between Kogan sold and Marketplace items and between new and existing customers.

Read these Terms before you buy. At the time of writing, the ShopBack Kogan page says:

• Existing customers who buy Marketplace items are not eligible.
• Purchases made with vouchers or promo codes not featured on ShopBack are not eligible.
• Fees, taxes, service charges, shipping and delivery are excluded.
• Rejected, cancelled, refunded, exchanged or returned purchases are not eligible.

Check the ShopBack Kogan page before every order, because these Terms can change. Our common ShopBack mistakes guide covers the habits that keep tracking on course.

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Frequently asked questions

Is Kogan legit?

Kogan.com is an Australian online retailer that launched in 2006, has been listed on the Australian Securities Exchange as KGN since July 2016, and reported $1.042 billion in gross sales for the 2026 financial year. It sells its own brands, third party brands and items from Marketplace sellers, and Australian Consumer Law guarantees apply to what you buy. Before you check out, go through ShopBack Australia so you pay less on the same order.

Who owns Kogan?

Kogan.com Ltd is a public company listed on the ASX under the code KGN. It was founded by Ruslan Kogan, who started it in his parents' garage in Melbourne in 2006, and the group also owns Dick Smith, Matt Blatt, Brosa and Mighty Ape, according to its investor site.

What is the difference between Kogan and Kogan Marketplace?

Kogan Retail sells products Kogan sources itself, including more than 20 exclusive private label brands. Kogan Marketplace lists products from thousands of third party sellers and distributors on the Kogan.com platform. Check the listing to see who the seller is, because delivery times and returns details can differ by seller.

What is Kogan's refund policy?

Kogan's Help Centre at help.kogan.com is the place to check its own returns and refunds terms before you buy, especially for change of mind returns. Separately, under the Australian Consumer Law, if a product has a major problem you can usually choose a refund or replacement, and for a minor problem the business can choose to repair it.

How do I contact Kogan customer service?

Kogan's customer service runs through its Help Centre at help.kogan.com. Kogan FIRST members get priority customer service, according to Kogan's investor site.

What is Kogan FIRST and is it worth it?

Kogan FIRST is Kogan's paid membership. According to Kogan, members get free delivery on eligible products, express shipping upgrades at no added cost, priority customer service, member only deals, Kogan FIRST Reward Credits and double Qantas Points. It is usually worth it if you order from Kogan several times a year; check the current price on kogan.com.

How should I read Kogan reviews on Trustpilot or ProductReview?

Read the most recent reviews, check whether each review is about a Kogan sold product or a Marketplace seller, and look for patterns about delivery or returns rather than single stories. Review scores change daily, so check them on the review site itself.

How does Kogan check its own brand products?

Kogan's FY26 annual report says all of its Exclusive Brand products sold on its website must meet its product safety standards, with testing by its product engineers and inspections by third party inspectors during production. Recalls are listed on its Product Recalls page.

Which other online stores are similar to Kogan in Australia?

Other online stores Australians compare with Kogan for electronics, appliances and homewares include Amazon Australia, eBay Australia, JB Hi-Fi, The Good Guys and Big W. Comparing the same model across two stores is the quickest price check.

How does ShopBack lower the price of a Kogan order?

Before you check out, open the ShopBack Kogan page on ShopBack Australia, tap through to Kogan and complete your order in the same session. Part of what you spend comes back as cash. As an illustration, on a $300 order at an illustrative 2%, $6 comes back, so the effective price is $294; check the live rate on the ShopBack Kogan page.

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Key takeaways

• Kogan.com is an ASX listed Australian retailer, founded in 2006, with $1.042 billion in FY26 gross sales.
• Check the seller on every listing, because Kogan Retail and Marketplace sellers can differ on delivery and returns.
• Australian Consumer Law guarantees apply, alongside Kogan's own returns terms in its Help Centre.
• Kogan FIRST suits frequent buyers, with free delivery on eligible products and priority customer service.
• Before you check out, go through ShopBack from the ShopBack Kogan page and order in the same session.

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Related articles

• Common ShopBack Mistakes Australians Make in 2026
• Amazon Australia vs eBay Australia: When to Shop Each in 2026
• I Tracked My ShopBack Rebates for 12 Months
• What Is Still Worth Buying After EOFY 2026

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Disclaimer

Company figures are as reported by Kogan.com Ltd for the 2026 financial year. Product ranges, delivery, membership benefits and returns policies are set by Kogan and its Marketplace sellers and can change without notice; check kogan.com before you buy. Consumer guarantee information is general and not legal advice. Rebate rates on ShopBack vary by store and campaign and some purchases are excluded; check the current rate and Terms on the ShopBack Kogan page before you buy. All worked examples use illustrative figures. This article is general information only and is not financial or legal advice.