Deals Direct has become the first publicly listed Australian e-commerce operator.
The value etailer has commenced trade on the Australian Stock Exchange.
The "backdoor" listing was made possible through its acquisition by former mobile and web solutions firm Mnemon.
The firm had been in the process of deregistering from the exchange.
The total company is valued at more than $21 million, with some $6.2 million in capital raised through the sale of five million shares.
Investors in the new entity include co-founder Michael Rosenbaum and private equity firms CVC and Ellerston Capital, which have majority stakes.
Deals Direct was founded by Rosenbaum and Paul Greenberg in 2004.
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