Our Singapore office hosted a roundtable attended by nominee companies for the Export Council of Australia (ECA) Asia-Pacific Trade Awards, organised by Collaborative Working Solutions. The nominees include Friends and Family Pet Food, SunGreen, Ailytics, Airetec and Zavior. Held on 3 June 2026, the event also had representatives from the Australian Trade and Investment Commission (Austrade) and Enterprise Singapore.
While concerns over geopolitical developments and supply chain shifts have made companies more cautious, they have not diminished the search for growth. If anything, they have encouraged businesses to adapt and seek predictability when evaluating new markets.
For those growing in the Asia-Pacific (APAC) region, the Singapore-Australia corridor remains an increasingly relevant pathway for expansion.
Trade agreements supporting Singapore-Australia business expansion
Currently, agreements such as the Singapore-Australia Free Trade Agreement (SAFTA), the Singapore-Australia Green Economy Agreement (SAGEA) and the Singapore-Australia Digital Economy Agreement (SADEA) form part of the framework that helps provide that stability. The SADEA, in particular, is a significant one for companies, according to David Wise, Trade and Investment Commissioner at Austrade.
Unlike traditional trade agreements, which primarily focus on goods and services, the SADEA is a bilateral agreement that facilitates digital trade between Singapore and Australia. It supports cooperation in areas such as personal data protection, data innovation, trade facilitation and artificial intelligence (AI). For companies, it can help reduce some of the complexity associated with cross-border digital activity, depending on the business model, sector and applicable regulatory requirements.
The bilateral relationship between the two countries is also being shaped by the enhanced Australia-Singapore Comprehensive Strategic Partnership (CSP 2.0) announced in October 2025.
Arnold Jorge, Chief Executive Officer (CEO) at ECA, also shared his perspective on the potential for deeper collaboration between the two countries.
He said, "With all that’s happening globally, I believe there is an opportunity for Singapore and Australia to work much more closely together at a very strategic level. To find where those areas of complementarity might be, whether that’s in the context of AI, green technology or food security.”
Why Australia's consumer market attracts Singapore startups
Australia may present opportunities for Singapore startups looking to expand overseas. Its high-income consumer base, strong purchasing power and proximity to Singapore can make it an attractive destination for companies looking to scale internationally, subject to sector-specific demand and local regulatory considerations.
Startups exploring Australia need to navigate local market dynamics and consumer preferences. Understanding customer expectations, building local partnerships and tailoring market entry strategies are critical considerations as they look to establish a presence in this market.
One initiative supporting Singapore-based companies in their overseas expansion is Enterprise Singapore’s Global Innovation Alliance (GIA), which connects these companies to innovation and market access opportunities across more than 50 countries.
Through strategic partnerships with government bodies, corporates and innovation leaders, GIA provides access to market insights, industry networks and in-market expertise to help companies validate opportunities and gain traction abroad. In Australia, this includes accelerator partners such as Haymarket HQ, which supports companies in exploring market entry.
Why Singapore is used as a regional headquarters
Likewise, there is growing interest from Australian companies looking to establish a presence in Singapore. David said, “For Singapore, the value proposition is very much its influence at the regional level.”
The country provides a useful platform from which to engage neighbouring markets such as those within the Association of Southeast Asian Nations (ASEAN), for example. In some cases, a Singapore base can also help build credibility with customers, partners and investors overseas.
“Australian companies are coming to Singapore to set up a physical presence and to access partners. If you’re wanting to set up a cybersecurity company, for example, Singapore is a great market because of the partnerships that they have on that front,” David shared.
How businesses enter the Singapore-Australia market
Collectively, the nominee companies agreed that entering a new market is rarely something a business should do alone. Connections with government agencies, industry associations and potential business partners can help companies better understand market conditions and identify opportunities at an earlier stage.
For example, startups can work with local distributors, resellers or other businesses that already have an established local presence. This can provide a relatively low-risk way to test demand while leveraging existing customer networks, although appropriate due diligence and contractual protections should still be considered.
Government grants and other support schemes can further reduce barriers to entry, helping businesses explore new opportunities without making a significant upfront commitment. Companies should confirm eligibility criteria, application conditions and any post-approval obligations before relying on such support.
In some sectors, a physical presence remains important. Establishing an office or having local representation can demonstrate commitment and help build credibility with customers and partners. The most suitable market entry strategy will therefore depend on the nature of the business, the resources available to it and the applicable legal, tax, employment, licensing and sector-specific regulatory requirements.
Key considerations when expanding between Singapore and Australia
According to Arnold, many companies also gain a better understanding of the opportunities available after speaking with people who have firsthand knowledge of the local business environment.
“Service providers such as Hawksford are therefore a very important part of the ecosystem,” he said.
“There are many of what we call 'accidental exporters' that have found success entering a market through opportunities that arose unexpectedly. However, once these companies have grown, they often start looking to enter new markets without being entirely familiar with the requirements involved,” he elaborated.
He pointed out that even established businesses do not always realise the preparation required.
“A lot of small businesses also assume that it is expensive to tap into this expertise. The reality is that by not doing so, it can become costly down the line,” he noted.
For more information on expanding your footprint into Singapore or Australia, you may reach out to the relevant agencies for support or get in touch with our team.
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