Doing business in Australia: A Practical Guide for Your Market Expansion from France

The essential information French companies need to enter, establish and grow in the Australian market, with the strategic support of France's most connected business network in Australia.

Australia isn't always the obvious next step in a French company's international expansion. Yet the market presents several strategic advantages:

France and Australia share a bilateral relationship that has matured significantly in recent years, anchored by substantial commercial ties. More than 778 French subsidiaries (Eurostat, 2022) currently operate in Australia, spanning sectors from energy to infrastructure. This footprint reflects sustained confidence in the Australian market.

Beyond this established presence, the two countries are deepening collaboration in strategically important sectors: aerospace, infrastructure, renewable energy, hospitality, luxury goods, wines and spirits, healthcare (Business France, Guides des Affaires Australie, 2023) as well as agriculture. These are areas where French expertise and Australian ambition align closely, creating fertile ground for joint ventures, technology transfer, and co-investment. 

Momentum in these sectors is reinforced by the newly signed EU-Australia Free Trade Agreement (FTA), which, as the ratification process advances, will progressively formalise the conditions for deeper economic integration and commercial opportunities for European businesses. For French businesses considering expansion, this existing web of institutional and commercial relationships lowers the barrier to entry and provides a supportive ecosystem to build upon.

While the process is well-established and Australia is consistently ranked among the easier economies to do business in, the right approach will depend on your company's size, sector, and long-term ambitions.

Doing business in Australia means adapting to a distinctive corporate culture that sits somewhere between relaxed informality and a genuine respect for established codes. 

Teamwork lies at the heart of Australian business culture, underpinned by a strong sense of camaraderie, or "mateship", which frequently extends beyond the workplace itself. Professionally, Australians place particular value on the ability to present oneself well and showcase one's strengths, and tend to favour a pragmatic, experimental approach to problem-solving, even if that means several attempts before arriving at the right solution. 

Another point worth bearing in mind is that, with the Australian labour market operating close to full employment, the country sees relatively high staff turnover and strong professional mobility, which also explains why immigration policy is targeted towards addressing specific sector needs. Against this ever-shifting backdrop, building a solid professional network is essential to succeeding in Australia over the long term.

“As Australia's business landscape becomes increasingly attractive, and therefore increasingly competitive, it goes without saying that even the smallest edge over other players in your industry can be of enormous help. Networking in Australia is therefore an excellent way to build a wide network of contacts that can have a positive impact on the growth of your business.” Jerome Fournand, General Manager of the French-Australian Chamber of Commerce and Industry. 

FACCI supports French companies at every stage of their internationalisation journey. Whether you are penetrating the Australian market for the first time or expanding your presence across new states or industries.