Market insights: The view from Australia

Sentiment about the prospects for international expansion among Australian interpreneurs is optimistic. A slightly higher proportion than the global average (63% versus 57%) felt such a move is easy to achieve in today’s geopolitical and economic climate.

Most (88%) believe the environment for international expansion will become more favourable in the coming years, while 8% believe it will worsen. Looking ahead, the key opportunities are expected to lie in accessing new customer markets (63%) and adopting advanced technology (57%) — both of which ranked higher than the global average.

Gaining access to digital technologies and innovation was a primary motivator for international expansion for 41%, coming third after seizing market growth opportunities (59% said so) and market diversification (42%).

Meanwhile, AI is significantly impacting international expansion strategies for 72%. Just one in 10 (10%) reported only a minor or no impact. This is encouraging, given that research by Cisco and the Governance Institute of Australia has revealed that adoption of AI by Australian businesses has so far been slower than their regional peers.⁷

Asked what makes a country most attractive for international expansion, Australians’ top answers differed slightly from the global view. Almost six in 10 (57%) pointed to its future economic growth prospects and the same (57%) said alignment with long term growth strategy. Skills and talent came next at 53%, followed by a transparent regulatory environment (48%).

As elsewhere, geopolitical instability is viewed as the top future threat (by 42%). This is followed by regulatory or compliance changes (39%), tariffrelated cost increases (39%), and supply chain disruption (36%).

7. Computer Weekly, 17 November 2025 Australia lags regional peers in AI adoption https://www.computerweekly.com/news/366634594/Australia-lags-regional-peers-in-AI-adoption#:~:text=He%20also%20pointed%20to%20a

Australian leaders are confident, but they’re not complacent. There’s a clear understanding that while the opportunity for international expansion is strong, the environment is more complex and volatile than it has been in the past.

Unlike some higher-growth markets, Australian firms are very attuned to geopolitical risk, supply chain fragility and regulatory complexity. That’s shaping more considered and strategic expansion decisions.

The Australian story is one of measured confidence. Businesses are expanding not because conditions are perfect, but because they’re prepared – and that’s what will ultimately differentiate those who succeed internationally.