Aussie shoppers are becoming more savvy, says Kogan

Australian shoppers are becoming much more savvy in their online shopping habits and traditional retailers are struggling to keep up.

That is according to e-commerce supremo Ruslan Kogan who noted that the internet has served to give people more choice while undermining the dominance of big retail chains.

"Now you have the same guy who sells you a toaster trying to sell you an LED and claiming to be an expert in both. People are becoming way too smart for that," he said in an interview with The Australian.

Shoppers seeking to get more for their money could also choose to compare debit cards and other money products in search of the best offers.

At just 28, Melbourne-born Mr Kogan has built up a rapidly growing e-commerce business which has seen him selling self-named televisions and electronic consumer goods online and has led to his inclusion on the BRW rich list.

This has resulted in criticism from some traditional retailers, with Harvey Norman boss Gerry Harvey even calling Mr Kogan a con, The Australian said.

However, the e-retailer claimed that such attitudes simply reflected the desperation of struggling shop chains that are seeking to divert attention from their own poor performance.

"There is a deliberate ploy to confuse the public," added Mr Kogan.

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