I wouldn't be too quick to dismiss Ruslan Kogan and his Dick Smith venture. Few products listed and not enticing delivery times, but the site's been up for only 24 hours. The Aussie site has much more available - far more important to get that site up and running, probably simpler too with product crossover from Kogan.com.au, costing delivery etc already sorted.
He has had companies registered in NZ in the past - so must have had plans, but then removed / inactive. From what I've read about him, he's aggressive, determined, challenging, and "disruptive" to the market.
fair point but we can only comment on what we see and it isn't very enticing as it stands. I don't understand why you would just slap up a site just to get it running as the damage it could do in the short time may affect sales.