Kogan is known for using social media to take a swipe at his competitors and has been accused of making 'outlandish statements' through his company's blog about giant retailers like JB Hi-Fi. At Kickstart Forum 2008, in Gold Coast Australia, Kogan was called a 'loudmouthed punk', when he said the future of retail was heading online. On International Transgender Day of Visibility in 2018, Kogan was asked to apologise after a transphobic tweet referencing the 2018 Australian ball-tampering scandal and Caitlyn Jenner.