Ruslan Kogan likes stirring up trouble and doing online retail slightly differently. His latest trick? Letting people buy gadgets cheaper if they order them before they’ve been produced, then pushing the price up as the release date gets closer.
The new LivePrice option was launched via a press conference in London this morning. The Kogan argument is that letting people order early ensures that the cost of financing production is lower, which in turns means consumers don’t have to pay as much. In an example on the UK Kogan site, a 32-inch LED TV is £330.16 if you order it now, but will be £399 when it finally gets shipped in late January.