Wilson Asset Management has doubled down on its bet on Cettire, brushing aside concerns related to customs duties payments and comparing the market hysteria surrounding the retailer to the early days of Afterpay.

WAM has been buying shares in the online luxury retailer every day since The Australian Financial Review raised questions about whether the company had paid customs duties on $1300 worth of goods. The article, which was published on March 6, sent the shares down as much as 25 per cent on the news.