Doing Business in Australia: Market Entry, GTM Strategy & Growth Potential

The population of Australia is 27,227,096, and is growing at the rate of 0.91%. The GDP per capita, which represents the potential spending power of the people, is $74,755, measured on a purchasing power parity (PPP) basis to allow comparison with other countries.

87.84% of Australia’s population lives in urban areas. 58.4% of the population is of working age (15-59). 96.13% of the population has internet access and 95% has 5G mobile coverage. These factors are important for digital-first businesses to keep in mind.

The Accuracast International Growth Index ranks Australia #69 overall for market attractiveness,  rising 9 places over the past year.

How we can help you grow in Australia:

Accuracast offers a comprehensive range of international digital marketing services to support brands looking to grow their presence in Australia. Whether you need an international SEO agency, an international advertising agency, or an international social media marketing agency specialising in Australia, we’ve got you covered.

Digital Market Maturity in Australia

The digital search demand score for Australia is 20.31.

While the country benefits from high search volumes per 1000 people, it is also a very highly competitive market and one where the CPCs are very high (with only the USA surpassing it in terms of cost per click in amongst large Western countries).

Go-To-Market Strategy Considerations for Australia

The purchasing power score for Australia is 65.48, and the country scores 86.56 for digital readiness.

Australia combines high purchasing power with strong digital readiness, making it an attractive market for international brands looking to scale, despite recent periods of slower growth and elevated inflation.

Financial & payment infrastructure

In terms of financial infrastructure, Australia scores 68.99.

Around three-quarters of consumer payments are made by card in Australia, with widespread contactless and mobile-wallet adoption.

Regulatory & business setup friction

From a business expansion point of view, Australia scores 57.26 for regulatory complexity and legal restrictions. This is reverse-scored, meaning the higher the score, the easier it is to navigate local regulation.

Australia does have strong privacy regulations, but those tend to be generally less restrictive than European ones, offering a relatively flexible environment for data-driven marketing.

The score of 35.53 indicates the costs and friction associated with setting up a business presence in Australia.

Australia is a relatively low-friction market for business setup, with streamlined online incorporation, modest registration costs and a transparent regulatory framework. Overseas business establishing an Australian subsidiary will need to consider specific requirements such as the need for Australian directors when opening-up in Australia.

Australia market attractiveness change

Compared to last year, the overall International Growth Index score for Australia has changed 1.92 points, moving the country 9 places higher from 2025, to rank #69 in 2026.

Despite a spike in inflation in the course of 2026, Australia’s resilient economy, highly digital consumers, sophisticated payment infrastructure and mature business environment create strong foundations for international growth. In a world buffeted by unpredictable trade tensions, Australia offers relative resilience, supported by diversified trading partners, an extensive FTA network and a large, services-led economy.

Most Popular Social Media Platforms in Australia:

1. YouTube
2. Facebook
3. Instagram
4. TikTok
5. X
6. Snapchat
7. LinkedIn

The official national language is English. While Mandarin, Arabic, Vietnamese, Cantonese and Punjabi are spoken at home each by 0.9-2.7% of the population, English is spoken comfortably by 97% of the population. Marketing teams can engage almost the entire population with English website, social media and advertising content.

International Expansion Risks for Australia

While new market expansion can be exciting, it is important to also consider the risks when entering a market like Australia.

Success in Australia depends on overcoming high operating costs, geographic distance and a sophisticated competitive landscape. On a macro level the economy remains heavily integrated with China and global commodity markets.

Compare Australia to other countries