Australia & New Zealand's Most Trusted D2C Brands 2026 › Kogan.com
#73 of 100 – Marketplaces & Resale

Kogan.com

Online retailer and marketplace selling TVs, consumer electronics, appliances and homewares, plus services such as mobile, internet, insurance and travel.

By Abhimanyu Ghosh, Chairman, WCRC, with the WCRC Business Intelligence Unit · November 2026

Consumer Trust 66/100
Kogan.com ranked #73 in Australia & New Zealand's Most Trusted D2C Brands 2026 by WCRC
Trust Score72.66out of 100
ANZ D2C rank#73 of 100
HeadquartersMelbourne, VIC, Australia
Founded2006
Latest revenueA$425.2M Kogan.com segment revenue (FY2026, year ended 30 Jun 2026)
Trust pillar66/100

The Kogan.com story

Kogan.com was founded in Australia in 2006 by Ruslan Kogan and is owned today by Public (ASX: KGN), Kogan.com Ltd. It is one of 6 Marketplaces & Resale brands in this year's ranking, where it places #6.

Why people trust Kogan.com

It has been ASX-listed since 2016, and its Kogan FIRST membership program earned A$57.0M of revenue in FY2026, up 11%.

The watch-out

The Federal Court fined it A$350,000 in 2020 for misleading discount claims and it paid a A$310,800 penalty in 2021 for sending emails without a working unsubscribe option.

Why Kogan.com ranks #73

Strongest of the four trust-led pillars

Brand Recall, scored 88 out of 100.

Room to grow

Brand Love, scored 64 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Kogan.com scores 72.66 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
66
Brand Recall (18%)
88
Brand Positioning (15%)
78
Brand Love (15%)
64
Product, Innovation & Delivery (10%)
68
Digital & Financial Soundness (6%)
80
Governance & ESG (4%)
70

Versus its nearest rivals

71HIFInsurance · 73.2072UniMedInsurance · 72.7473Kogan.comMarketplaces · 72.6674Seed & SproutHome · 71.7075City ChicFashion · 71.70

Questions people ask

What rank is Kogan.com in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026?

Kogan.com ranks #73 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 72.66 out of 100.

Why is Kogan.com trusted?

It has been ASX-listed since 2016, and its Kogan FIRST membership program earned A$57.0M of revenue in FY2026, up 11%.

What is Kogan.com's revenue?

A$425.2M Kogan.com segment revenue (FY2026, year ended 30 Jun 2026), as per company filings.

Who owns Kogan.com?

Kogan.com is owned by Public (ASX: KGN), Kogan.com Ltd. It was founded in 2006 in Australia and is based in Melbourne, VIC, Australia.

What is Kogan.com's biggest challenge?

The Federal Court fined it A$350,000 in 2020 for misleading discount claims and it paid a A$310,800 penalty in 2021 for sending emails without a working unsubscribe option.

Key facts

BrandKogan.com
Company / ownerPublic (ASX: KGN), Kogan.com Ltd
HeadquartersMelbourne, VIC, Australia
Founded2006
Founder(s)Ruslan Kogan
Latest revenueA$425.2M Kogan.com segment revenue (FY2026, year ended 30 Jun 2026), as per company filings
SectorMarketplaces & Resale
Country of originAustralia

Sources

  • Annual report and results announcements lodged with the ASX
  • Company website, official announcements and press releases
  • Published interviews and statements by the founders and leadership
  • WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
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Disclaimer
  1. Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
  2. Eligibility. Ranked brands were founded in Australia or New Zealand, are controlled there today, and sell mainly direct to consumers: online, by app, by phone or mail order, or through their own stores under their own label. The rules are applied as of November 2026.
  3. Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand.
  4. Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
  5. Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
  6. Revenue and facts. Revenue is shown as lodged with the ASX or NZX, with ASIC or the New Zealand Companies Office, or published in company results, or, where marked, as stated by the company itself. Figures are in Australian or New Zealand dollars unless noted, and are not converted. Some figures are for a parent company segment, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
  7. Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.