Kogan has opened up its online store to third-party vendors and distributors, taking on ecommerce rivals like Amazon.com and Ebay.
The company said that "many leading retailers" have already signed up to participate in the Kogan Marketplace Platform, which allows participants to sell their products through Kogan's flagship website to its 1.5 million active customers.
Sellers will have access to Kogan's marketing support, payment gateways, customer support and integration with backend operations. Products sold through the marketplace will also be eligible for customer benefits offered by existing products like interest free finance options and Qantas Frequent Flyer points.
Kogan mentioned two tech brands already available through the marketplace – Microsoft and Philips – and provided testimonials from tech firms LG and Micron.
According to the marketplace application form, sellers are required to already have online fulfilment capabilities, but those that don't can apply to become a Kogan supplier instead.
"The launch of Kogan Marketplace is a win-win-win for everyone," Kogan Marketplace director Lazar Monin said.
"Retailers on the Kogan Marketplace Platform will get market-leading infrastructure and the ability to offer their goods to the Kogan community. With today's launch, there are now over 100,000 products available to purchase on Kogan.com – meaning customer have more choice than ever before."
Kogan Marketplace's biggest competitor will no doubt be ecommerce juggernaut Amazon.com, which opened up its doors to third-party resellers when it launched in Australia in late 2017.