Friday, 28 January 2011 13:15

Kogan's e-retail insights into 2010's explosive growth


Being a growing online brand with zero brick-and-mortar presence, it should come as no surprise to discover that Kogan saw a 'massive growth trend in online retail', with 2011 predicted to be 'another record year'.

Ruslan Kogan, the CEO of and Australian e-entrepreneur that has fought several figurative lightsaber duels with Emperor Harvey and his apprentice, Darth Norman, has just released some online retail insights and reflections on 2010. 

Mr Kogan said that: "2010 was a massive year for the Kogan brand. In addition to expanding to the UK, our local business continued to grow exponentially.

"The entire online retail sector in Australia experienced explosive growth in 2010. Australia has finally begun to catch up with countries like the US and UK as shoppers look for convenience, service and value when clicking to online stores.

"Australian shoppers have been prominently alerted to the benefits of shopping online and are heading to their computers to shop in record numbers. 2011 will be another record year for Kogan and the online retail industry.

"We've analysed data from over 2.5 million visitors to, with some intriguing insights into how and why Australians are shopping online more than ever before."

So, what are some of the key findings from Kogan's claimed 2.5 million visitors, some of which might be most useful to old-world brick and mortar retailers struggling to compete in the ever growing online economy?

Here we go:

'The hour from 1pm-2pm is the busiest time for shopping, suggesting Australians are shopping while at work, during or immediately following their lunch breaks.'

'Friday is the busiest day of the week. In 2009, Friday was one of the slowest days of the week, but Kogan's Frugal Friday offers have changed the trend.'

'In the second half of 2010, traffic from mobile devices increased by 363% over the previous six months. This suggests Australians are beginning to shop online while they're on the move. iPhones and iPads account for over 70% of mobile traffic.'

More insights into e-retail on page two, included browser stats - power up your X-Wings and fly on over!

Here are the rest of Kogan's online retail insights for 2010:

'81% of shoppers buy on the same day they initially visit.'

'Despite the rise of competing email providers, still remains the most popular email provider.' has also provided information on which browsers were used by its shoppers and how this compares to general browser use on the Internet:

Internet Explorer:
At Kogan's site: 50%
On the Internet generally: 57%

Kogan: 27%
Internet: 23%

Kogan: 11%
Internet: 6%

Kogan: 10%
Internet: 10%

Kogan also notes that Apple users (Safari browser) are nearly twice as likely to shop with Kogan as the general population.

Kogan shoppers are more than 10% less likely to use Internet Explorer and nearly 20% more likely to use Firefox.

The 5 most popular names of online shoppers were John, Peter, David, Michael and Paul. Karen was the most popular female name. Shoppers named 'Tony' are 19.7 times more likely to shop at than shoppers named 'Julia'.

Kogan is clearly having some fun with this last stat, given that Julia is the first name of Australia's current Prime Minister, and Tony is the first name of Australia's Federal Opposition Leader, although clearly generic names make no reflection whatsoever on the likeliness of either PM Julia or opposition leader Tony to shop at Kogan.

Kogan also made no mention of shoppers named Harvey, Gerry or Jerry making any purchases at, although presumably those first names would likely be somewhere on the list.


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Alex Zaharov-Reutt

One of Australia’s best-known technology journalists and consumer tech experts, Alex has appeared in his capacity as technology expert on all of Australia’s free-to-air and pay TV networks on all the major news and current affairs programs, on commercial and public radio, and technology, lifestyle and reality TV shows. Visit Alex at Twitter here.

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