Why is the Kogan share price leaping 5% today?


The Ltd (ASX: KGN) share price is getting a boost this Friday.

At the time of writing, shares in the online retailer are trading 5.35% above their previous close at $3.74. This upwards move is despite there being no news out from the company today.

Although, Kogan is not alone in its positive reception today. Other online retailers such as Temple & Webster Group Ltd (ASX: TPW) and Adore Beauty Ltd (ASX: ABY) are also feeling some love on Friday, lifting 4.03% and 11.03% respectively.

After a boom period during the heights of COVID-19, online retailers have struggled to catch support in 2022. This is evident by taking a quick look at the Kogan share price since the start of the year, which is down 57%.

The return of shoppers to more traditional brick-and-mortar stores as the economy reopens has weighed on the growth of e-commerce this year. Simultaneously, companies like Kogan have struggled with managing inventory as supply chain issues persist. As such, investors have been cashing out of retail shares.

However, some enthusiasm has returned to the sector today after Woolworths Group Limited (ASX: WOW) announced its intentions to take an ~80% stake in Au Ltd (ASX: MYD). Notably, the proposed deal values the online marketplace at a 62.8% premium to its previous closing price.

In response, investors are bidding up the MyDeal share price to above $1 to more closely value the company with the proposed $1.005 per share offer.

This would indicate Woolworths is valuing MyDeal at 5.4 times price-to-sales. For comparison, the current Kogan share price represents a price-to-sales ratio of approximately 0.5 times.

Potentially investors are seeing a pricing discrepancy between current market prices for other online retailers. As shown above, the Kogan share price has experienced a 63.6% fall over the last year. Meanwhile, the MyDeal share price is now up 82.7% following Woolworths’ interest.

Short interest in Kogan share price

The Kogan share price featured in last week’s top 10 most shorted ASX shares. With short interest at 10.3%, the company’s shares are likely to experience higher volatility as shorters look to cover their position on positive news.

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