Kogan shares slide 7% nearing a 52-week low

Kogan shares are falling today, but they are not alone in the sector.

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Key points
  • Kogan shares are 2.5% in the red today, after earlier seeing a 7% drop
  • Online retailers appear to be struggling on the ASX today 
  • US consumer confidence was negative, however, ABS statistics showed increased retail spending in May 

The Kogan.com Ltd (ASX: KGN) share price is having a tough day on the market today.

Kogan shares are currently trading at $2.92, a 2.5% fall. For perspective, the S&P/ASX 200 Index (ASX: XJO) is down 0.65% in late trade today.

However, that dip is nothing compared to the 7.3% drop Kogan shares experienced this morning.

So what is going on with the Kogan share price?

A woman who used buy now, pay later receives her online shopping in the post only to find it's not what she wanted.

Image source: Getty Images

What's going on with Kogan?

Kogan shares are falling today, but they are not alone in the sector. At the time of writing, online retailer Temple & Webster Group Ltd (ASX: TPW) is down 7.38%, while Redbubble Ltd (ASX: RBL) shares are falling 1.09%. The S&P/ASX 200 Consumer Discretionary Index (ASX: XDJ) is sliding 0.71%.

Despite positive retail data from the ABS, United States consumer confidence data appears to have weighed on ASX shares.

In June, US consumer confidence fell to a 16-month low, Reuters reported. The consumer confidence index dropped 4.5 points to 98.7 points.

Independent Advisor Alliance chief investment officer Chris Zaccarelli told the publication:

Right now we are at an inflection point in the economy, where actual spending and economic activity is still positive, however, consumer confidence and financial conditions, especially interest rates, are indicating a slowdown ahead.

However, retail data released by the Australian Bureau of Statistics (ABS) today paints a better picture. Total retail turnover rose 0.9% in May 2022 compared to the previous month, the figures show.

This was a 10.4% boost compared to May 2021. Household retailing rose 0.4%, department store spending jumped 5.1%, food retailing leapt 0.6%, and other retailing increased 1.5%. However, clothing, footwear and personal accessory retailing declined 1.4%.

Share price snapshot

Kogan shares have dived more than 77% over the past year. They have descended 67% year to date.

For perspective, the benchmark ASX 200 index has lost 8% in a year.

Kogan has a market capitalisation of around $312 million, based on the current share price.

Motley Fool contributor Monica O'Shea has no position in any of the stocks mentioned. The Motley Fool Australia's parent company Motley Fool Holdings Inc. has positions in and has recommended Kogan.com ltd. The Motley Fool Australia has positions in and has recommended Kogan.com ltd. The Motley Fool has a disclosure policy. This article contains general investment advice only (under AFSL 400691). Authorised by Scott Phillips.

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