Kogan.com vs MyDeal.com.au
Kogan.com holds the stronger position because it still operates as a profitable business while MyDeal has already been shut down entirely.
Kogan.com
Australian online retailer and marketplace selling electronics, goods, and services
MyDeal.com.au
Australian online marketplace, shut down by owner Woolworths on 30 September 2025
Dimension by dimension
| Dimension | Kogan.com | MyDeal.com.au |
|---|---|---|
| Staying power of the core product | Kogan is still trading, still generating revenue, and still holds shopper attention even as its marketplace share slips. | MyDeal no longer exists as a business, closed by Woolworths in 2025 after failing to find a lasting customer base. |
| Exposure to AI | Kogan is only partly exposed, meaning some of what it offers is less easily replaced by AI-driven shopping assistants. | MyDeal faced risk of being absorbed by AI shopping tools, a risk that arrived too late to matter since the site already closed. |
| How easily a giant copies them | Kogan's model is also easily copied, facing the same Amazon, Temu, and Shein pressure, but has so far kept operating despite this. | MyDeal's model was easily copied, and in practice it was outcompeted by larger players before it could establish anything hard to replicate. |
| Pressure from rivals | Kogan faces heavier direct pressure than most rivals from Amazon, Temu, and Shein, with marketplace share falling to 15 percent, down 6 points, but has kept operating despite it. | MyDeal faced the most intense pressure from Amazon Australia, Temu, and Shein pulling away price-sensitive shoppers, pressure it did not survive. |
| Financial footing | Posted A$488.1 million in revenue, up 6.2 percent, A$36.8 million in adjusted EBITDA, and A$32.4 million in free cash flow, up 40 percent. | Closure cost Woolworths an estimated A$90-100 million in cash costs plus a A$45 million non-cash impairment. |
| Overall market standing | Kogan's standing remains undecided as of this assessment, dated July 2026, rather than already lost. | With operations ceased, MyDeal no longer holds any position in the market. |
Questions people ask
- Is MyDeal still operating in 2025?
- No. MyDeal was closed by Woolworths in 2025 after Amazon Australia, Temu, and Shein drew away its price-sensitive shoppers. Kogan.com, by contrast, is still trading and posted revenue growth in the same period.
- Kogan.com vs MyDeal.com.au, which one survived the pressure from Amazon and Temu?
- Kogan.com survived, while MyDeal did not. MyDeal shut down entirely in 2025, while Kogan kept operating despite its marketplace share falling to 15 percent.
- How much did Woolworths lose shutting down MyDeal?
- Woolworths estimated the cash cost of closing MyDeal at A$90-100 million, plus a separate A$45 million non-cash asset impairment. Kogan has no comparable closure costs since it remains an operating business.
- Is Kogan.com profitable?
- Yes. Kogan.com reported A$488.1 million in revenue, up 6.2 percent year over year, with A$36.8 million in adjusted EBITDA and A$32.4 million in free cash flow, up 40 percent. MyDeal has no current financials to compare since it closed in 2025.
- Which Australian online retailer is more exposed to AI shopping tools, Kogan or MyDeal?
- MyDeal was rated likely to be absorbed by AI shopping tools, though this became moot once it closed. Kogan is rated only partly exposed, suggesting more of its business is harder for AI tools to simply replace.