AUSTRADE
Austrade: An Essential Partner for Australian Brands Expanding Into the United States
An evergreen guide for founders, marketers and business leaders exploring US market entry.
Expanding into the United States is a major step for any Australian business — and while private partners, agencies and on-the-ground expertise are critical, one resource is consistently overlooked: Austrade, the Australian Trade and Investment Commission.
Austrade is the Australian Government’s trade promotion and investment agency. Its role is to help Australian businesses succeed internationally by providing guidance, market intelligence, introductions and support across major global markets — including the US.
For founders beginning to explore expansion, or for teams looking to validate their thinking, Austrade offers services that can simplify early decision-making and reduce risk.
What Austrade Does
Austrade’s mission is to help Australian businesses grow internationally through:
1. Market Intelligence
Austrade provides access to up-to-date insights on sector trends, competitor landscapes, regulation, and consumer behaviour.
For the US, this may include:
Market size assessments
Industry outlooks
Regulatory and compliance information
State-by-state opportunity mapping
This information is especially valuable when determining where to launch first — Los Angeles, New York, Texas or another hub.
2. Export Guidance & Readiness Support
Austrade helps businesses understand what’s required to operate in foreign markets, including:
Understanding US import rules and compliance
Labelling, packaging and product standards
Intellectual property considerations
Pricing, duties and logistics fundamentals
For Australian brands new to exporting, these early steps can prevent costly errors.
3. International Network & Introductions
One of Austrade’s strongest assets is its network of trade commissioners and business specialists located across major US cities like:
Los Angeles
San Francisco
New York
Washington, DC
Houston
They facilitate introductions to:
Distributors
Retailers
Potential partners
Government agencies
Investment networks
While Austrade does not function as a sales agent, these connections help Australian businesses find the right starting points in a vast, competitive market.
4. Grants, Programs & Government Support
Austrade administers or supports access to programs such as:
Export Market Development Grants (EMDG)
Investment attraction programs
Sector-specific initiatives (e.g., tech, health, manufacturing)
EMDG is particularly helpful for early-stage US entry as it reimburses a portion of eligible international marketing costs.
5. Events, Webinars & Education
Austrade runs regular sessions on topics such as:
US market readiness
Logistics and regulatory changes
Consumer trends
Sector-specific opportunities
Market-entry best practices
These resources are free and designed to keep Australian companies informed as global conditions shift.
How Austrade Helps With US Expansion Specifically
The United States is one of Austrade’s most active regions, with strong demand from Australian companies across consumer goods, tech, entertainment, health, sport, and more.
Support typically includes:
Guidance on the best US entry points for your category
Understanding regional differences across US states
Advice on choosing distributors or local partners
Navigation of complex compliance environments
Sharing benchmark data and growth trajectories
Identifying opportunities created by events such as LA28
Helping assess whether your product or brand is “US-ready”
Austrade is particularly valuable in the early research and planning phase, ensuring decisions are grounded in reliable intelligence rather than guesswork.
What Austrade Doesn’t Do
To set expectations correctly, Austrade does not:
Act as a sales representative
Manage marketing or creative localisation
Provide operational, cultural or on-the-ground execution
Replace the role of in-market partners or agencies
Think of them as a guidance layer and government-backed resource, not an execution partner.
Where to Start
Austrade’s official website is the best place to explore their services, programs and contact details:
From here you can access:
Market reports
Export guides
Grants and funding information
Details for US-based trade offices
Sector-specific insights
Additionally, connecting with an Austrade representative early helps clarify whether your brand is positioned well for US entry — and what steps you may need to take before investing heavily in expansion.
Final Thought
As the US becomes an increasingly attractive destination for Australian brands — especially with events like LA28 on the horizon — leveraging official government support can form a strong, low-risk foundation for expansion.
Austrade won’t replace the need for local cultural insight or on-the-ground execution, but it remains one of the most reliable starting points for Australian businesses preparing to operate in the world’s most competitive market.