Find distributors and top supermarkets in Australia

Identifying the top retail chains in Australia where you can sell your products is relatively easy. Approaching and convincing them is a much bigger challenge.

It may be a better strategy to find a distributor first who can help you to get your products in smaller chains or individual stores, and then help you to get to the big names. Or to start online.

In this article you will find more information on the retail market and guidance on how to convince retailers and distributors to work with you.

The retail market in Australia

Australia is a major global player in various sectors and has a population of about 26 million.

Australia’s economy, with a GDP per capita of approximately $55,000 USD in 2023, is driven by mining (coal, iron ore, gold), agriculture, and a robust service sector. It is also a significant exporter of natural resources.

The country’s main imports include machinery, vehicles, electronic equipment, and petroleum products, supporting its diversified economy.

Key cities include Sydney, known for its iconic Opera House and Harbor Bridge; Melbourne, famous for its culture and coffee; Brisbane, a vibrant river city; and Perth, known for its beaches and mining industry.

Top-5 supermarkets in Australia

Coles: Known for value for money, Coles operates over 2,500 stores across Australia, offering a wide range of products and services.

Woolworths: As Australia’s largest supermarket chain, Woolworths boasts over 1,000 stores. It focuses on sourcing fresh produce and meat from Australian farmers and growers.

Aldi: A German chain with a simplified shopping experience and a focus on own-brand products, Aldi has been expanding in Australia since 2001.

Costco: This US-based chain offers bulk grocery shopping and operates with a membership model. It’s ideal for large families and offers a range of products beyond groceries.

Drakes: An independent chain based in South Australia, Drakes operates over 60 stores and is known for its customer-focused service and unique shopping experience.

Distributor, retailer or web shop?

Most consumer products need at least one party in between. A distributor imports, stores and physically distributes your product, but rarely promotes it to consumers. A large retailer is the fastest route to the mass market, but is risk averse and often asks a listing fee.

A specialised web shop takes smaller volumes, but gives you reviews, pricing feedback and brand awareness within weeks.

Most exporters combine them: start where the barrier is lowest and use the sales data you gather there to convince the bigger names later.

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Finding a distributor in Australia in three steps

Step 1

Map the channel

List 10 to 15 distributors and retailers that already carry comparable products. Check which regions and store types they serve, and which brands they represent.

Step 2

Build a partner pitch

Your consumer sales deck is not enough. Show margin, rotation, returns and the support they get from you, with concrete figures from your home market.

Step 3

Approach and agree

Contact five to eight of them, propose a trial order or a pilot region, and settle pricing, minimum volumes, exclusivity and marketing support.