Australia in 2025: Opportunities and development strategies for French companies

Australia, often referred to as the “lucky country” by economists, is a resilient market offering considerable growth prospects for French companies. With more than three decades of almost uninterrupted economic growth (excluding the COVID year) and a unique geostrategic position, this continent-country is positioned as a privileged gateway to the Asia-Pacific region, the epicenter of global growth. Emmanuel Bisi, an expert on the Australian market, founder of Expandys, and member of Globallians, presents the Australian economy and analyzes the opportunities the country offers to businesses.

The Australian market: dynamic and stable

The Australian economy is characterized by stability and moderate but steady growth, with projections of around 2% for the coming years. The third quarter of 2025 had already recorded growth of 1.8%, demonstrating its resilience. Several factors explain this favorable dynamic:

• Strategic positioning: Asia-Pacific is currently experiencing the strongest growth in the world. At the heart of this region, Australia is reaping the full benefits of this economic dynamism and the reconfiguration of global trade in favor of the Pacific. Australia can also serve as a first step for further expansion into the Asia-Pacific region, often ranking among the top three start-up destinations in the region alongside Singapore and Vietnam.
• Major customers: The country’s main customers are two of the world’s largest economic powers: the United States and China.
• Rich in resources: Australia is a major player in mining, ranking among the top 3 to 5 global suppliers of precious minerals such as cobalt, gold, and copper, which are essential for technological development.
• Favorable business climate: Australia consistently ranks in the top five globally in the OECD’s “Ease of Doing Business” rankings, indicating a regulatory and administrative environment conducive to business.
• Market confidence: There is widespread confidence, particularly among SMEs, with a positive outlook for the economic future.

However, as observed in many countries, certain factors such as slight pressure on household purchasing power, high cost of living, caution in private investment, and the overall context of trade tensions should be monitored.

Sectors of activity rich in opportunities

With more than 700 French companies already established through subsidiaries and almost all CAC 40 groups present, the bilateral relationship between France and Australia is strong. Several sectors offer particularly interesting opportunities for French SMEs and mid-cap companies:

• Renewable energies and economic transition: a high demand for decarbonization, energy efficiency, clean technologies, and circular economy solutions.
• Agri-food: gourmet products and “Made in France” enjoy a very positive image. The Australian market has a strong appetite for high-end and niche products. To find out more about this sector, read the full article “The agri-food industry in Australia: a strategic sector undergoing change.”
• Digital transformation: strong demand for automation and artificial intelligence solutions. Australian SMEs are actively seeking skills and suppliers in these areas.
• Industrial goods: Australia imports a significant amount of construction equipment, medical devices, and technological components. It is also an excellent “test” market for French companies wishing to evaluate their products before expanding more widely in the Asia-Pacific region, thanks to its controlled market size.
• Health and wellness: Like many OECD countries, Australia has an aging population, generating growing demand for medical devices, health technologies, and support services for the elderly. To learn more about this sector, see our article: “Business development: Opportunities in the Australian medical market.”
• Infrastructure: Australia’s various federal states regularly launch numerous projects. Public tenders are fully transparent, with dedicated websites, making it much easier for foreign investors to identify opportunities. See: “The infrastructure market in Australia: opportunities for international companies”

Succeeding in Australia: structured development strategies

To establish yourself and achieve lasting success in Australia, a methodical and tailored approach is crucial:

In-depth knowledge of the Australian market

It is essential to prepare thoroughly before entering the market. This involves mastering compliance and quality requirements, logistics, and understanding the decision-making cycles and purchasing culture of local contacts. A common mistake is to offer a product similar to those on the European market, when in fact it is essential to adapt to specific Australian characteristics.

Choosing the optimal input mode

There are a variety of options: setting up a subsidiary, identifying a commercial partner (importer/distributor), hiring through an umbrella company, VIE, or acquisition. Given the distance (17,000 km and an 8- to 10-hour time difference), setting up a subsidiary or investing in local resources is often the preferred strategy. Managing the market through remote export is often a major obstacle to development.

Capitalize on partnerships and the network

Building an ecosystem of local, private, and public players is essential. The geography of this continent-sized country must also be taken into account; a partner must have an appropriate geographical network, as a distributor based in one state will not necessarily cover the entire Australian market.

Emmanuel Bisi recommends a structured four-step approach for development in this distant market:

• Step 1: Diagnosis and preparation: This involves conducting market research, segmenting the market, analyzing the competition and regulations, and identifying barriers to entry. The goal is to assess product-market fit (the “go-no-go”). It is also necessary to identify the internal resources (teams, budget, schedule) dedicated to this development.
• Step 2: Defining the entry mode: it is necessary to determine the type of legal and tax structure, opt for direct export, or consider an acquisition.
• Step 3: Launch and commercial development targeting priority cities and states. Sydney and Melbourne (New South Wales and Victoria) are often favored for their economic and demographic weight. Prospecting through numerous trade shows, B2B meetings, and the establishment of an adequate distributor network are essential.
• Step 4: Growth and sustainability: Once launched in Australia, it is important to monitor performance indicators (margin, revenue) and gradually strengthen local teams. Continuously adjusting the offering to meet Australian consumer expectations is also key.

Mistakes to avoid for a successful launch on the Australian market

• Delaying local establishment: managing the market solely through remote exports hinders development.
• Underestimating costs and lead times: logistics is a challenge—it takes around six weeks for a container to travel from Marseille to Australia. Compliance and understanding of business relationships also require a local presence and cultural understanding.
• Neglecting to choose a reliable and suitable local partner: a distributor does not necessarily cover the entire country (distances between states are long) or all market segments. This is why it may be necessary to have several partners.
• HR complexity: The human resources framework in Australia is highly specialized, complex, and can vary from state to state. Relying on local experts is essential to navigating this complexity.

Australia: the future “lucky country” for your business?

Australia is a mature and stable market, with major sectors offering significant growth opportunities for French companies, SMEs, and mid-sized companies.

Careful preparation and expert support are the cornerstones of successful development in this territory. Expandys, an expert in the Australian market and member of Globallians, is positioned as a key partner for French companies wishing to start or strengthen their business in Australia. Expandys’ experts offer comprehensive support, ranging from in-depth field studies to the creation and management of subsidiaries. Expandys also specializes in finding distributors, developing key accounts, and offering expertise in human resources.