Australia to the world: How Aussie brands go global

Thinking about taking your Australian business global? You’re in good company.

Over the next two to five years, 40% of Australian eCommerce businesses and brands are planning to expand internationally¹ - targeting markets like the US, UK, China and Southeast Asia, to reduce reliance on the local market, spread risk and build credibility on a global stage.

Of course, international expansion comes with its share of challenges - from navigating customs and managing shipping to understanding diverse shopping habits.

The good news? With smart strategies and the right logistics partner by your side, those challenges don’t just shrink - they become stepping stones to success.

Here’s how Aussie brands are doing it, and how you can too

Where are Aussie businesses expanding?

The US remains the top destination, with 70% of Australian businesses targeting its large, tech-savvy customer base.²

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.²

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

What do international customers want?

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%).³

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%).³

What makes Aussie brands so irresistible abroad?

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.

Can Aussie brands deliver exceptional international experiences?

Australian brands are gaining traction overseas, with top purchasing countries including New Zealand, China, India, South Korea, Canada, the US, the UK and Southeast Asia (notably Malaysia and Indonesia). Each market has its own customs rules and logistical complexities—making trusted global delivery partners a must.

To build trust and highlight your brand’s uniqueness, it’s essential to offer the same high-quality experience internationally as you do at home, especially in industries like fashion, where presentation matters.

“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” asserts Patrick Callahan, Director of Operations, SIR.

Four essentials for choosing the right international shipping partner

1. Price

Shipping costs can make or break a sale, 50% of online shoppers abandon their carts if shipping is too expensive. Brands like SIR. are working with Australia Post to find cost-effective ways to ship fashion products globally.

“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.” 

Laura Hall, founder of PHYLLI Designs, values the flexibility of MyPost Business. “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.”

Tip: Choose a shipping partner that helps you unlock economies of scale and is committed to innovation and price protection.

2. Speed

Slow delivery is another major hurdle, 42% of shoppers abandon carts if shipping takes too long. Fast, reliable delivery depends on smart stock management and streamlined logistics.

SIR. is exploring store-to-international shipping with Australia Post: “We’re looking at shipping directly from stores. It helps us move stock faster and turn it into cash more quickly.”

Navigating customs regulations is another challenge which KG Electronic discovered during their research phase. Co-founder, Nimrod Ganon, says, “Some electronics 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: Offer segmented delivery options (standard vs. express) and work with a provider that ensures fast, reliable service.

3. Returns should be simple

A clear, easy returns process is vital, especially for fashion. 26% of shoppers abandon carts if the returns policy isn’t clear.

SIR. sets the standard with a dedicated returns page that outlines eligibility, refund conditions, postage costs and step-by-step instructions for returns by post or in-store.

Australia Post simplifies returns with:

• home or Post Office label printing
• lodgement at 20,000+ locations
• enhanced insights for eParcel Contract customers via Returns Portal Plus.

Tip: Test how your returns policy affects sales conversions. A transparent, customer-friendly approach, backed by a reliable shipping partner, can give you a competitive edge.

4. Customer experience is everything

International customers value transparency. 45% say timely delivery is key to repurchasing and 71% want upfront info about delivery costs.⁴

Austin Ludwik, Supply Chain Specialist at Hismile, stresses the importance of clarity:

“Wherever the customer is based, knowing how long delivery will take is critical. Our checkout integrates with Australia Post to show accurate timelines and provide real-time tracking.”

Australia Post integrations allow you to:

• connect systems from checkout to delivery
• automate delivery notifications
• keep customers informed every step of the way.

Tip: Partner with a provider that offers robust infrastructure for delivery updates. Automation improves satisfaction, reduces inquiries and lightens your team’s workload.

Logistics partnerships make a difference

When it comes to international shipping, it’s not just about finding the cheapest option, it’s about choosing a logistics partner that helps your business grow.

Strong partnerships with logistics providers can unlock:

• expert advice on packaging and delivery
• streamlined operations across borders
• better customer experiences that drive loyalty.

Your shipping partner should be more than a service provider; they should be a collaborator. Look for one that’s constantly innovating, improving performance and helping you scale sustainably.

A great example? Australia Post’s support of WeWearAustralian, an initiative launched in 2020 to champion local fashion brands. In 2025, it helped showcase 10 Australian labels at New York Fashion Week, creating an immersive retail experience that put Aussie design on the global stage.

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

The right logistics partner becomes an extension of your team - offering tailored advice, flexible solutions and the infrastructure to keep your customers informed and satisfied.