• Kogan.com bounces off key levels of Fibonacci support.
• The company is likely to move with positive E-commerce trends.
• Kogan.com recently surpassed three million active customers.

Diversified Online retailer Kogan.com (ASX: KGN)  has experienced a rise to e-commerce royalty over the past 12 months, being propelled to one of Australia’s most recognised online brands. In recent months, the company’s share price has been under significant pressure as Australian states continually emerge from lockdown with consumers are no doubt eager and willing to return to face-to-face interactions and soon international travel. Despite this, the trends towards online e-commerce remains compelling, with the sector experiencing significant growth in recent years that COVID-19 only propelled.

In April 2020 alone, 200,000 Australians shopped online for the first time due to lockdown measures that shut brick and mortar stores. As a result, Kogan.com recently surpassed three million active customers, displaying the company’s strong foundation in Australian retail culture. The most significant factor contributing to this trend is older Australians being forced into online shopping, taking the total to 46 per cent of Australian consumers now shopping online. By July, at the height of lockdowns, e-Commerce had grown to 14 per cent of Australia’s total retail sales. PWC reported that the habitual nature of consumer habits will lead to a significant increase in online shopping in the coming years which will result in a “sustained change to shopping behaviour.”

Kogan.com’s diversified nature will allow them to capture market share across a variety of industries in the short, medium and long term. To ensure this, Kogan.com intends to further their brands offering, enhance Kogan Marketplace, and further integrate the operations of their recent acquisition Mighty Ape.

As of the 7th of April 2021, Kogan.com is trading at $12.61 per share, a major 50 per cent discount to the $25.57 peak that it saw during October 2020. Recently the share price bounced off-key the Fibonacci Retracement level of 0.618 and down trending Fibonacci Extension level 1.168, both indications of strong price reversal. The combined value of Kogan.com’s business model, product offering, and strong balance sheet all bode well for the company moving forward while they trade at a significant discount to their all-time high.

Moving forward, the company is focused on continually innovating to stand out within the industry. Ruslan Kogan has forefront this strategy citing intentions to “improve our logistics network, speed of delivery, range of expansion and improved competition on our platform to drive better experiences for our customers.” The rapidly expanding nature of Kogan.com and their strong balance sheet will undoubtedly facilitate this innovative culture and allow the company to make further strategic investments.  More recently, Kogan.com acquired Mighty Ape, another online retailer operating across Australia and New Zealand. Mighty Ape was the most recent in a string of acquisitions that included Matt Blatt and Dick Smith IP Holdings.