Kogan has introduced a new pricing structure, based on how early you buy into a new product from Kogan, called Liveprice.
The idea is that if you buy in earlier in the production process, you get the product cheaper.
Jump in early, and you get a huge discount, but as the product gets closer to production and shipping, it gets more expensive.
Being an early adopter is cheaper, but that's partly because the cost of investor finance built into most price tags is now funded by you. You become the investor, and get a discount for doing so.
Kogan compared previous online innovations - the move to online stores allowing the elimination of overheads, and consumers to save. Kogan, with his elimination of middlemen of distributors, and use of crowdsourcing to deliver products that people are actually asking for and want.
A view of the Kogan UK website showed a product price ticking upwards incrementally, now that production has started.
There's a definite incentive to get on board early once you see the price tracking upwards.
When you purchase, money is debited immediately, but Kogan stressed that buying in early didn't mean a huge amount more risk: there are contingency plans for delays, and a money-back guarantee covers you if you want to withdraw from the purchase.
Liveprice is initially available in the UK, where Kogan is travelling right now, but will be launched in Australia upon his return.