How to buy Kogan (KGN) shares

Learn how to easily invest in Kogan shares. Ltd
- A$0.02 ( - 0.20%)

We’re reader-supported and may be paid when you visit links to partner sites. We don’t compare all products in the market, but we’re working on it!

Kogan (KGN) is an online retailer launched by Australian entrepreneur Ruslan Kogan and is best known for its low-cost consumer goods. In 2016, it acquired Dick Smith electronics and listed on the Australian Securities Exchange (ASX) that same year. Since its launch in 2006, it has expanded into mobile and Internet streaming services, insurance and home loans.

How to buy shares in Kogan

  1. Compare share trading platforms. To buy shares listed in Australia, you'll need to sign up to a broker with access to the Australian Securities Exchange (ASX). Our table below can help you choose.
  2. Open and fund your brokerage account. Complete an application with your personal and financial details, like your ID and tax file number. Fund your account with a bank transfer, PayPal or debit card.
  3. Search for Kogan. Find the share by name or ticker symbol: KGN. Research its history to confirm it's a solid investment against your financial goals.
  4. Purchase now or later. Buy today with a market order or use a limit order to delay your purchase until Kogan reaches your desired price. To spread out your risk, look into dollar-cost averaging, which smooths out buying at consistent intervals and amounts.
  5. Decide on how many to buy. At today's price, weigh your budget against a diversified portfolio that can minimise risk through the market's ups and downs.
  6. Check in on your investment. Congratulations, you own a part of Kogan. Optimise your portfolio by tracking how your stock — and even the business — performs with an eye on the long term. You may be eligible for dividends and shareholder voting rights on directors and management that can affect your stock.

Kogan stock price (ASX:KGN)

Use our graph to track the performance of KGN stocks over time.

Kogan shares at a glance

Information last updated 2021-10-22.
52-week range$9.13 - $23.7004
50-day moving average $10.4747
200-day moving average $11.0383
Target price$11.75
PE ratio 370.3333
Dividend yield $0.16 (1.41%)
Earnings per share (TTM) $0.03

Compare share trading platforms

The value of your investments can fall as well as rise and you may get back less than you invested. Past performance is no indication of future results.
Name Product Standard brokerage fee Inactivity fee Markets
IG Share Trading
AUD $8 or 0.1%
$50 per quarter if you make fewer than three trades in that period
ASX shares, Global shares
$0 brokerage for US and global shares plus get an active trader discount of $5 commission on Australian shares.
Enjoy some of the lowest brokerage fees on the market when trading Australian shares, international shares, plus get access to 24-hour customer support.
Superhero share trading
AUD $5
ASX shares, US shares
Australia’s lowest-cost broker for ASX shares and ETFs.
Pay zero brokerage on US stocks and all ETFs and just $5 (flat fee) to trade Australian shares from your mobile or desktop.
ThinkMarkets Share Trading
AUD $8
ASX shares
Limited-time offer: Get 10 free ASX trades ($0 brokerage) when you open a share trading account with ThinkMarkets before 31 December 2021(T&Cs apply). $8 flat fee brokerage for CHESS Sponsored ASX stocks (HIN ownership), plus free live stock price data on an easy to use mobile app.
Bell Direct Share Trading
AUD $15
ASX shares, mFunds, ETFs
Finder Exclusive: Get 5 free stock trades and unlimited ETF trades until 31 Dec 2021, when you join Bell Direct. T&Cs apply.
Bell Direct offers a one-second placement guarantee on market-to-limit ASX orders or your trade is free, plus enjoy extensive free research reports from top financial experts.
SelfWealth (Basic account)
AUD $9.5
ASX shares, US shares
Trade ASX and US shares for a flat fee of $9.50, regardless of the trade size.
New customers receive free access to Community Insights with SelfWealth Premium for the first 90 days. Follow other investors and benchmark your portfolio performance.
Saxo Capital Markets (Classic account)
AUD $5
ASX shares, Global shares, Forex, CFDs, Margin trading, Options trading, ETFs
Access 19,000+ stocks on 40+ exchanges worldwide
Low fees for Australian and global share trading, no inactivity fees, low currency conversion fee and optimised for mobile.
CMC Markets Invest
AUD $11 or 0.1%
ASX shares, Global shares, mFunds, ETFs
$0 brokerage on global shares including US, UK and Japan markets.
Trade up to 9,000 products, including shares, ETFs and managed funds, plus access up to 15 major global and Australian stock exchanges.

Compare up to 4 providers

Is it a good time to buy Kogan stock?

The technical analysis gauge below displays real-time ratings for the timeframes you select. This is not a recommendation, however. It represents a technical analysis based on the most popular technical indicators: Moving Averages, Oscillators and Pivots. Finder might not concur and takes no responsibility.

Kogan price performance over time

Historical closes compared with the last close of A$10.07

1 week (2021-10-20) -13.64%
1 month (2021-09-28) -7.10%
3 months (2021-07-28) -3.91%
6 months (2021-04-28) -6.93%
1 year (2020-10-27) -50.88%
2 years (2019-10-25) 43.86%
3 years (2018-10-26) 117.03%
5 years (2016-10-27) 543.45%

Is Kogan under- or over-valued?

Valuing Kogan stock is incredibly difficult, and any metric has to be viewed as part of a bigger picture of Kogan's overall performance. However, analysts commonly use some key metrics to help gauge the value of a stock.

Kogan's P/E ratio

Kogan's current share price divided by its per-share earnings (EPS) over a 12-month period gives a "trailing price/earnings ratio" of roughly 370x. In other words, Kogan shares trade at around 370x recent earnings.

That's relatively high compared to, say, the P/E ratio for the ASX over the 12 months to December 2019 (32.14). The high P/E ratio could mean that investors are optimistic about the outlook for the shares or simply that they're over-valued.

Kogan's EBITDA

Kogan's EBITDA (earnings before interest, taxes, depreciation and amortisation) is $31 million (£17 million).

The EBITDA is a measure of a Kogan's overall financial performance and is widely used to measure a its profitability.

Kogan financials

Revenue TTM $780.7 million
Operating margin TTM 3.3%
Gross profit TTM $205.9 million
Return on assets TTM 4.46%
Return on equity TTM 2.05%
Profit margin 0.45%
Book value 1.696
Market capitalisation $1.2 billion

TTM: trailing 12 months

Kogan share dividends


Dividend payout ratio: 39.02% of net profits

Recently Kogan has paid out, on average, around 39.02% of net profits as dividends. That has enabled analysts to estimate a "forward annual dividend yield" of 2.82% of the current stock value. This means that over a year, based on recent payouts (which are sadly no guarantee of future payouts), Kogan shareholders could enjoy a 2.82% return on their shares, in the form of dividend payments. In Kogan's case, that would currently equate to about A$0.16 per share.

While Kogan's payout ratio might seem fairly standard, it's worth remembering that Kogan may be investing much of the rest of its net profits in future growth.

The latest dividend was paid out to all shareholders who bought their shares by 7 March 2021 (the "ex-dividend date").

Kogan share price volatility

Over the last 12 months, Kogan's shares have ranged in value from as little as $9.13 up to $23.7004. A popular way to gauge a stock's volatility is its "beta".

KGN.AU volatility(beta: 0.63)Avg. volatility(beta: 1.00)LowHigh

Beta is a measure of a share's volatility in relation to the market. The market (AU average) beta is 1, while Kogan's is 0.6286. This would suggest that Kogan's shares are less volatile than average (for this exchange).

Kogan overview Ltd operates as an online retailer in Australia. The company offers various brands across a range of categories, including consumer electronics, appliances, homewares, hardware, toys, and others; and owns and operates 20 private label brands. It also provides pre-paid mobile phone plans online; and directly sourced holiday packages and travel bookings. In addition, the company offers general insurances, including home, contents, landlord, car, and travel insurances, as well as pet and life insurance; NBN internet plans; and home loans. Further, it provides superannuation funds, credit cards, telecommunications services, and power and gas services, as well as trade-in cars. The company provides its products under the company's brands, such as Kogan, Ovela, Fortis, Vostok, and Komodo, as well as products sourced from imported and domestic third party brands comprising Apple, Canon, Swann, and Samsung. The company was founded in 2006 and is based in South Melbourne, Australia.

Frequently asked questions

Disclaimer: This information should not be interpreted as an endorsement of futures, stocks, ETFs, CFDs, options or any specific provider, service or offering. It should not be relied upon as investment advice or construed as providing recommendations of any kind. Futures, stocks, ETFs and options trading involves substantial risk of loss and therefore are not appropriate for all investors. Trading CFDs comes with a higher risk of losing money rapidly due to leverage. Past performance is not an indication of future results. Consider your own circumstances, and obtain your own advice, before making any trades.

More guides on Finder

Ask an Expert

You are about to post a question on

  • Do not enter personal information (eg. surname, phone number, bank details) as your question will be made public
  • is a financial comparison and information service, not a bank or product provider
  • We cannot provide you with personal advice or recommendations
  • Your answer might already be waiting – check previous questions below to see if yours has already been asked

Finder only provides general advice and factual information, so consider your own circumstances, or seek advice before you decide to act on our content. By submitting a question, you're accepting our Terms of Use, Disclaimer & Privacy Policy and Privacy & Cookies Policy.
Go to site