Kogan.com executive director David Shafer said the company's surprise announcement that it was entering the retail energy market is another plank in its broader strategy to be a one-stop-shop for households.

Mr Shafer said his vision for the online retailer was for a new migrant arriving in Australia to be able to get a home loan, furnish that house and set it up with all amenities like internet and power without leaving the Kogan website. He said this all-in-one approach would benefit customers through lower prices.