Kogan.com (ASX: KGN) Finds Support Despite Challenging 2021

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Kogan.com Finds Support Despite Challenging 2021

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  • Kogan.com's share price has fall 39 per cent year to date.
  • The company's share price has, however, found a significant level of technical support.
  • Kogan.com remains in a strong financial and macroeconomic position.

Kogan.com (ASX: KGN) has had a year that shareholders and Chief Executive Officer Ruslan Kogan alike, would prefer to forget. The company's share price is trading 39 per cent lower year to date following a slew of business and trading updates that have underwhelmed investors. However, the outlook for Kogan.com is yet to substantially change with a diversified product and service offering and changing consumer needs both benefiting the online giant.

An April 23rd business update saw Kogan.com encounter difficulties not before presented to the company with investor reacting negatively to the news. Adjusted EBITDA fall by more than 24 per cent for the first three months of 2021. This decline was attributed to Mighty Ape's payment provisions, equity-based compensation expenses, and logistics charges of $3.9 million. Through the company, Kogan.com experience costs associated with warehousing and storage expenses as well as high levels of inventory.

Despite this slight impairment, Kogan.com experienced a 77 per cent increase in its active customer base, which now sits at 3.125 million allowing gross sales to grow 47 per cent against the corresponding prior period. Revenues rose 65 per cent, and gross profits rose 54 per cent. The company's announcement is a clear indication of their long-term trajectory despite difficult recent conditions. CEO Kogan.com, Ruslan Kogan, also reiterated how despite 'short term trading conditions fluctuation, the focus remains on their longer-term vision.'

Higher inventories can be attributed to a reopening Australian economy, causing consumers to engage with physical stores. In April 2020 alone, 200,000 Australians shopped online for the first time due to lockdown measures that shut physical stores. By July, at the height of lockdowns, e-Commerce had grown to 14 per cent of Australia's total retail sales. Despite Australia's ongoing reopening, the habitual nature of consumer preferences and their exposure to online shopping encouraged by COVID-19 is likely to propel current e-Commerce trends further.

Kogan.com's share price slumped 14 per cent following their 23rd of April results finding a significant level of support just above $10 per share. This level was previously an all-time high in 2018 and also aligned with a 168 per cent Fibonacci Extension. A positive Stochastic and positive converging MACD currently provides the share price momentum, pushing it 13.55 per cent higher from a 28th of April low. As of the 3rd of May 2021, Kogan.com is trading at $11.49 per share (11 am), with 125 per cent to reach all-time highs.

Louis Mosmann

Louis Mosmann is a Private Wealth Client and Research Assistant at KOSEC- Kodari Securities. Louis covers macroeconomic events, global markets and ASX300 company announcements, allowing clients to make more informed investment decisions. Email Louis at l.mosmann@kosec.com.au.

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[data:protected] => Array ( [id] => 516483 [key] => dd_owl_loop [value] => ) ) [12] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516484 [key] => dd_owl_show_cta [value] => ) [data:protected] => Array ( [id] => 516484 [key] => dd_owl_show_cta [value] => ) ) [13] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516485 [key] => dd_owl_show_title [value] => ) [data:protected] => Array ( [id] => 516485 [key] => dd_owl_show_title [value] => ) ) [14] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516486 [key] => dd_owl_title_heading [value] => ) [data:protected] => Array ( [id] => 516486 [key] => dd_owl_title_heading [value] => ) ) [15] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516487 [key] => dd_owl_center [value] => ) [data:protected] => Array ( [id] => 516487 [key] => dd_owl_center [value] => ) ) [16] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516488 [key] => dd_owl_mousedrag [value] => ) [data:protected] => Array ( [id] => 516488 [key] => dd_owl_mousedrag [value] => ) ) [17] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516489 [key] => dd_owl_duration [value] => ) [data:protected] => Array ( [id] => 516489 [key] => dd_owl_duration [value] => ) ) [18] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516490 [key] => dd_owl_transition [value] => ) [data:protected] => Array ( [id] => 516490 [key] => dd_owl_transition [value] => ) ) [19] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516491 [key] => dd_owl_stop [value] => ) [data:protected] => Array ( [id] => 516491 [key] => dd_owl_stop [value] => ) ) [20] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516492 [key] => dd_owl_orderby [value] => ) [data:protected] => Array ( [id] => 516492 [key] => dd_owl_orderby [value] => ) ) [21] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516493 [key] => dd_owl_navs [value] => ) [data:protected] => Array ( [id] => 516493 [key] => dd_owl_navs [value] => ) ) [22] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516494 [key] => dd_owl_dots [value] => ) [data:protected] => Array ( [id] => 516494 [key] => dd_owl_dots [value] => ) ) [23] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516495 [key] => dd_owl_thumbs [value] => ) [data:protected] => Array ( [id] => 516495 [key] => dd_owl_thumbs [value] => ) ) [24] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516496 [key] => dd_owl_css_id [value] => ) [data:protected] => Array ( [id] => 516496 [key] => dd_owl_css_id [value] => ) ) [25] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516497 [key] => dd_owl_cta [value] => ) [data:protected] => Array ( [id] => 516497 [key] => dd_owl_cta [value] => ) ) [26] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516498 [key] => dd_owl_btn_class [value] => ) [data:protected] => Array ( [id] => 516498 [key] => dd_owl_btn_class [value] => ) ) [27] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516499 [key] => dd_owl_excerpt_length [value] => ) [data:protected] => Array ( [id] => 516499 [key] => dd_owl_excerpt_length [value] => ) ) [28] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516500 [key] => dd_owl_margin [value] => ) [data:protected] => Array ( [id] => 516500 [key] => dd_owl_margin [value] => ) ) [29] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516501 [key] => dd_owl_image_options [value] => ) [data:protected] => Array ( [id] => 516501 [key] => dd_owl_image_options [value] => ) ) [30] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516502 [key] => dd_owl_post_taxonomy_type [value] => ) [data:protected] => Array ( [id] => 516502 [key] => dd_owl_post_taxonomy_type [value] => ) ) [31] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516503 [key] => dd_owl_post_taxonomy_term [value] => ) [data:protected] => Array ( [id] => 516503 [key] => dd_owl_post_taxonomy_term [value] => ) ) [32] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516504 [key] => dd_owl_post_ids [value] => ) [data:protected] => Array ( [id] => 516504 [key] => dd_owl_post_ids [value] => ) ) [33] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516505 [key] => dd_owl_tax_options [value] => ) [data:protected] => Array ( [id] => 516505 [key] => dd_owl_tax_options [value] => ) ) [34] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516506 [key] => dd_owl_btn_display [value] => ) [data:protected] => Array ( [id] => 516506 [key] => dd_owl_btn_display [value] => ) ) [35] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516507 [key] => dd_owl_btn_margin [value] => ) [data:protected] => Array ( [id] => 516507 [key] => dd_owl_btn_margin [value] => ) ) [36] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516508 [key] => dd_owl_img_width [value] => ) [data:protected] => Array ( [id] => 516508 [key] => dd_owl_img_width [value] => ) ) [37] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516509 [key] => dd_owl_img_height [value] => ) [data:protected] => Array ( [id] => 516509 [key] => dd_owl_img_height [value] => ) ) [38] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516510 [key] => dd_owl_img_crop [value] => ) [data:protected] => Array ( [id] => 516510 [key] => dd_owl_img_crop [value] => ) ) [39] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516511 [key] => dd_owl_img_upscale [value] => ) [data:protected] => Array ( [id] => 516511 [key] => dd_owl_img_upscale [value] => ) ) [40] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516512 [key] => dd_owl_items_width1 [value] => ) [data:protected] => Array ( [id] => 516512 [key] => dd_owl_items_width1 [value] => ) ) [41] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516513 [key] => dd_owl_items_width2 [value] => ) [data:protected] => Array ( [id] => 516513 [key] => dd_owl_items_width2 [value] => ) ) [42] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516514 [key] => dd_owl_items_width3 [value] => ) [data:protected] => Array ( [id] => 516514 [key] => dd_owl_items_width3 [value] => ) ) [43] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516515 [key] => dd_owl_items_width4 [value] => ) [data:protected] => Array ( [id] => 516515 [key] => dd_owl_items_width4 [value] => ) ) [44] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516516 [key] => dd_owl_items_width5 [value] => ) [data:protected] => Array ( [id] => 516516 [key] => dd_owl_items_width5 [value] => ) ) [45] => WC_Meta_Data Object ( [current_data:protected] => Array ( [id] => 516517 [key] => dd_owl_items_width6 [value] => ) [data:protected] => Array ( [id] => 516517 [key] => dd_owl_items_width6 [value] => ) ) ) )