From Australia to the world: How Aussie brands are breaking into overseas markets

Australian brands are expanding internationally to tap into larger markets like the US, UK, and China, which offer millions of potential customers and significant revenue opportunities.

Selling abroad also reduces reliance on the domestic market, spreads risk, and boosts business stability. Additionally, an international presence enhances brand credibility and trust, making businesses more appealing globally.

However, expanding comes with challenges, such as understanding buyer behaviour, navigating customs regulations and optimising shipping solutions. The right strategies and logistics partnerships are key to overcoming these hurdles.

Where are Aussie businesses expanding?

The US remains the top destination, with 70% of Australian businesses targeting its large, tech-savvy customer base. ¹

Micro-businesses often focus solely on the US to simplify their initial expansion, while medium and enterprise businesses tend to target multiple countries, averaging more than two markets.¹

Southeast Asia is also gaining traction among Australian corporates, thanks to its proximity and rapidly growing economies.

The Australian appeal

Australian brands are known for high-quality products, unique designs and innovation. In the case of Australian fashion brands, there’s plenty of demand from international buyers who are drawn to the fresh perspective of homegrown designers.

Take SIR. for example, which serves 90 countries worldwide from “our little operation in Rosebery.” Or bond-eye Australia Group which has observed America’s enthusiasm for Australian lifestyle brands because “they know we're all about sun and beaches.”

Other local industries that are thriving internationally include:

• Health and wellness products: Known for purity and effectiveness, Australian wellness products enjoy a strong global reputation.
• Tech: Innovative hardware and software solutions are highly sought after.
• Food and beverage: Gourmet items like wines and specialty foods are in demand.

This growing interest offers Australian businesses a chance to leverage their unique appeal while tailoring products to suit international markets.

Understanding international customers’ expectations

Attracting international customers requires more than just great products and pricing—shipping and delivery speed play a critical role. The top reasons shoppers choose international online retailers include:

• affordability (47%) 
• variety offered by a brand (37%) 
• quality higher than in their local market (28%) 
• low shipping costs (27%); and  
• fast delivery (26%).²  

To turn new customers into loyal ones, focus on delivering satisfaction and meeting delivery expectations. Key factors for customer retention include:

• being happy with the product (59%) 
• delivery time matching their expectations (45%) 
• final cost of purchase being clear (43%) 
• an easy and streamlined shopping experience (43%); and  
• efficient customer service (28%).²  

Choosing the right international shipping solutions 

Countries with the most purchases from Australian brands include New Zealand, China, India, South Korea, Canada, the US, the UK, and Southeast Asia (including Malaysia and Indonesia). Each market presents unique customs requirements and logistical challenges, making reliable global delivery partners essential.

To maintain trust and showcase your brand’s uniqueness, it’s crucial to extend the same high-quality experience to international deliveries, especially in industries like fashion.

“Speed is always important, but quality is equally or more important to our international customers. We dedicate time to preparing SIR. packages—adding tissue paper and ensuring everything is flawless—to deliver the best experience,” explains Patrick Callahan, Director of Operations, SIR.

Here are four key aspects of assessing international shipping solutions:

Price

High shipping costs can be a dealbreaker, with 50% of online shoppers abandoning their carts if shipping is too expensive.² To address this, Australian retailers like SIR. are finding cost-effective ways to ship fashion products internationally.

“Australia Post has been an open book, sharing performance insights and lead times for international shipping lanes,” says Patrick from SIR.  “They’ve said: Hey, listen, this country has jumped in KPIs and DIFOT [delivery in full on time] performance. We're getting more volume and economies of scale, so we can offer this price and these delivery times.” 

For Laura Hall, founder of PHYLLI Designs, MyPost Business provides flexibility and control. “We can send a hat to a tiny country town in Australia or anywhere in the world, knowing we’re getting the best rate possible for our freight,” she shares.

TIP: Find a shipping partner who’ll work with you to find economies of scale and is constantly innovating to provide price protection. 

Speed 

Lengthy delivery times are another major obstacle, with 42% of shoppers abandoning their carts if delivery takes too long.² Streamlined shipping and smart stock management are essential to getting products into customers’ hands quickly.

Patrick from SIR. worked with Australia Post to identify cost-effective shipping solutions and integrations to improve delivery speeds. “We’re exploring the possibility of shipping internationally directly from our stores with Australia Post. We can tap into the stores to make the stock work faster and turn it into cash more quickly, which is crucial.”

Navigating customs regulations is another challenge which KG Electronic discovered during their research phase. Co-founder, Nimrod Ganon, says, “Some electronic products need different legislation or approvals. And some have trademark restrictions that prohibit you from selling them overseas. You want to carry products that can go everywhere in the world.”

TIP: To balance delivery speed and cost, understand your customers’ needs. Offer segmented options at checkout, like standard and express delivery, and partner with a provider that has the infrastructure to ensure reliable and efficient service.

Returns

26% of people who shop online with an Australian retailer abandon cart if the returns policy isn’t clear.² For international fashion orders, a well-thought-out returns process is crucial.

SIR. sets an excellent example with a dedicated returns page. It details eligibility for returns and refunds across product types, payment methods, and sale items, along with return postage costs. Step-by-step guides cover returns by post or in-store, ensuring transparency and ease for customers.

Australia Post’s returns solutions simplify the process for both businesses and shoppers. Customers can print return labels at home or at a Post Office and lodge returns at over 20,000 locations. eParcel Contract customers gain additional insights and can enhance their offerings with Returns Portal Plus.

TIP: Test how your returns policy impacts sales conversions. A clear, customer-friendly approach and a reliable shipping partner for returns can set you apart from competitors.

Customer experience

Clear delivery timelines and transparent charges are crucial for international customers. In fact, 45% of shoppers say timely delivery is essential to repurchase from an Australian online retailer,² while 71% value upfront information about delivery costs.³

Austin Ludwik, Supply Chain Specialist at Hismile, emphasises the importance of transparency. “Wherever the customer is based, knowing how long delivery will take is critical,” he explains. “Our checkout integrates with Australia Post to ensure customers see accurate delivery timelines. Real-time tracking links are also a must—they want to know exactly where their parcel is.”

“Our checkout is fully integrated with Australia Post so we can make sure that what we’re telling the customer at checkout is reflective of what’s actually going to happen.”

Using Australia Post integrations you can connect your systems from checkout to delivery, so that from the moment a customer places an order, you start communicating with them about the progress of their parcel.

TIP: Partner with a shipping provider that offers robust infrastructure for delivery updates. Automating delivery notifications improves customer satisfaction, reduces inquiries, and lightens the load on your team.

The role of logistics partnerships

Cross-border eCommerce shipping isn’t just about finding the cheapest option. It’s about partnering with a logistics provider that helps your business grow. Your shipping partner should innovate continually to deliver exceptional customer experiences at a competitive price.

Beyond daily operations, initiatives like WeWearAustralian, supported by Australia Post, demonstrate the value of strong partnerships. Founded in 2020 to champion Australian fashion brands locally and internationally, WeWearAustralian showcased 10 Australian fashion brands at New York Fashion Week 2025, offering an immersive retail experience.

A strong relationship with your shipping provider connects you to experts who offer tailored advice on packaging, customer options, and keeping buyers informed.

“It’s a real team effort,” says Patrick from SIR. “At one stage, I didn’t know whether they were working for Australia Post or SIR. It felt like one seamless collaboration, which gives us confidence.”

This article was originally published on 26 September 2024 and has been updated with new information.