BACKIn Australia’s fast-paced retail landscape, a growing number of brands are turning to outsourcing as a strategic lever to boost efficiency and profitability. According to a recent NashTech report, 73% of Australian businesses face challenges in finding and retaining skilled talent, making global expertise a key driver behind the rise in outsourcing. Leading retailers have already adopted this model to streamline supply chains and improve operational agility.
The rapid rise of technology is transforming how businesses approach outsourcing: streamlining communication, enhancing collaboration, and making it easier to integrate global talent into business operations. As more companies turn to outsourcing to boost efficiency and innovation, this blog explores insights from one leading Australian retail brand and highlights how outsourcing is driving growth in an increasingly competitive eCommerce landscape.
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Why Australian retail brands are turning to outsourcing
Amid rising operational pressures and shifting consumer demands, outsourcing has become a strategic choice for Australian retailers looking to boost agility, control costs, and stay competitive. Below are five key drivers fueling the widespread adoption of this model across the sector:
1. Struggling to find and retain skilled staff locally
Australia’s labour market in 2025 continues to grapple with significant skill shortages. According to Jobs and Skills Australia, 36% of occupations were in national shortage in 2023, with pronounced deficits in roles requiring specialised expertise, such as logistics, customer service, and digital operations within the retail sector. This scarcity hampers retailers’ ability to sustain high-quality operations.
Outsourcing presents an effective resourcing strategy by tapping into a global talent pool, particularly in regions like Vietnam, thereby easing domestic recruitment constraints.
2. Rising operational costs
Australian retailers are facing growing financial pressure as operational costs climb. According to the Australia Post eCommerce Report 2025, return shipping costs have increased by up to 30% compared to previous years. To manage these rising expenses, businesses are outsourcing functions like customer service, admin, and marketing to cost-effective regions such as Southeast Asia. This shift helps reduce overheads and allows teams to focus on innovation and enhancing customer experience.
3. Increased competition from local and global eCommerce platforms
Australian retailers are under pressure from major international players like Kmart and global giants such as Amazon. According to Pattern’s 2025 Consumer Report, 63% of Australians plan to shop on Amazon, reflecting its growing dominance.
To stay competitive, retailers are outsourcing special functions like customer support, admin, and digital marketing, so they can focus on building brand value and delivering unique customer experiences.
4. Supply chain disruptions and inventory management issues
Australian retailers are still grappling with supply chain disruptions caused by global shipping delays and port congestion. These challenges have led to increased costs and widespread delivery delays. With delivery experience being crucial for 78% of online shoppers, timely communication becomes essential.
By outsourcing customer support to skilled professionals, retailers can ensure consistent service, efficiently handle inquiries, and maintain customer trust during fulfilment setbacks.
5. Demand for digital transformation across retail operations
Digital transformation is now essential, with 83% of Australians shopping online at least monthly. To stay competitive, retailers must adopt technologies like AI, and omnichannel platforms. However, in-house development is costly and complex.
By outsourcing digital marketing and IT functions, brands can access expert capabilities and deploy innovative solutions faster, enhancing customer experiences without straining internal resources.
What top retail brands say about outsourcing
As Australian retailers adapt to a rapidly evolving market, outsourcing has emerged as a powerful strategy. Drawing on insights from top Australian retail brand – Accent Group, and their real-life case study, it’s clear that outsourcing is delivering measurable results and helping redefine retail success nationwide:
Accent Group: Building tech agility through offshore expertise
Accent Group, a leading Australian footwear and apparel retailer, faced growing challenges in scaling its tech capabilities amid local talent shortages. To address this, they partnered with Away Digital Teams to build an offshore tech unit in Vietnam. A dedicated team of nine professionals, including Full Stack Developers, QA Engineers, and DevOps specialists, was assembled and integrated into a broader 40-person workforce.
With structured onboarding and clear communication, the offshore team aligned seamlessly with Accent Group’s customer-first culture. The results were transformative: up to 50% cost savings compared to local hiring, enhanced tech delivery execution, and a scalable offshore model that supports long-term growth. Leadership credits this strategic partnership not only with unlocking cost advantages, but also with accelerating innovation through access to Vietnam’s thriving tech talent.
What lessons can we learn from leading Australian retail brands?
Australian retail brands have stayed competitive by strategically building dedicated offshore teams to boost productivity, scalability, and customer satisfaction. This approach offers valuable insights for retailers aiming to streamline operations, foster innovation, and achieve sustainable growth in a fast-changing market.
1. Don’t wait until you’re overwhelmed, outsource early
Leading Australian retailers are embracing offshore teams before challenges escalate. When in-house teams start missing deadlines, tech roadmaps stall, or customer response times slow down, it’s a clear sign they’re stretched too thin. Businesses are addressing these issues early by building offshore experts, particularly in IT and digital, to support omnichannel growth and manage peak demand without disruption.
The message is clear: don’t wait for burnout. Acting early allows retailers to scale sustainably, minimise risk, and stay focused on what truly matters, innovation and customer experience.
2. Prioritise partnerships, not just providers
Top retailers treat outsourcing partners as strategic allies, not just service providers. By integrating offshore teams into their operational strategy and aligning on shared KPIs, they tap into global expertise that boosts service quality and agility. This collaborative approach builds trust, drives accountability, and delivers tailored solutions, ensuring long-term success fueled by mutual commitment and shared goals.
3. Keep communication clear and consistent
Effective communication is essential for successful outsourcing. For example, Accent Group’s offshore tech team in Vietnam used daily stand-ups and cloud-based tools to boost development speed through clear communication. Consistent protocols improve service quality and team satisfaction. Defined expectations, regular updates, and accessible tools help align teams and avoid costly misunderstandings.
4. Align outsourced teams with your brand and values
Australian retailers prioritise embedding brand identity and values into their outsourced operations to preserve trust and deliver a consistent customer experience. By training offshore teams to embody a customer-first mindset, companies ensure every touchpoint reflects their brand promise. Aligning teams through shared goals, cultural onboarding, and performance metrics builds loyalty and reinforces a unified market presence.
What retail functions are commonly outsourced
Australian retailers are increasingly adopting outsourcing as a strategic approach to optimise operations and fuel brand growth. Here are four key retail functions commonly outsourced, each bringing unique benefits that support scalable business growth:
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Administration: Streamlining back-office tasks
Outsourcing administrative tasks like data entry, order processing, and inventory management reduces operational overhead and boosts overall productivity. By leveraging offshore teams for these functions, retailers can free up their in-house staff to focus on strategic priorities, ensuring they can scale seamlessly during peak demand periods or business expansions.
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Customer support: Enhancing service quality
Outsourcing customer support to omnichannel providers allows retailers to offer round-the-clock service across various platforms, including phone, chat, and social media. This enables quicker response times and higher customer satisfaction, while ensuring that service quality aligns with the brand’s values. By maintaining consistent customer support, retailers can enhance loyalty and build long-lasting relationships with their clientele.
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Digital marketing: Amplifying online presence
Outsourcing digital marketing tasks such as SEO, social media management, and paid advertising taps into specialised expertise that can boost brand visibility and online engagement. Expertly managed campaigns improve conversion rates, enhance eCommerce sales, and allow brands to stay competitive in an ever-changing digital landscape. Additionally, leveraging analytics and insights ensures that campaigns are optimised for maximum impact.
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Finance and accounting: Ensuring accuracy
Outsourcing finance-related functions, including bookkeeping, payroll, and financial reporting, guarantees accuracy and compliance with industry regulations. Retailers benefit from streamlined financial operations that allow them to focus on business growth. Outsourcing these critical tasks ensures timely and accurate financial data, which supports better decision-making and fosters long-term financial stability.
Benefits of outsourcing retail tasks to Vietnam
Facing rising costs and talent gaps, Australian retailers are outsourcing teams to Vietnam. With a skilled workforce, strong cultural alignment, and favourable time zones, Vietnam is ideal for key functions like customer service and digital marketing, increasing output, scalability, and growth:
1. High-quality workforce
Vietnam offers a thriving talent pool of educated professionals, particularly in technology and business process outsourcing (BPO), making it an ideal destination for global retailers seeking in-demand expertise. The country places strong emphasis on STEM education, producing talent skilled in eCommerce platform management, digital transformation, and data analytics.
Currently, 28–30% of university students pursue STEM majors, around 600,000 individuals, compared to 35% in South Korea, 39% in Germany, and 36% in Finland.
Retailers gain from a globally trained workforce that ensures quality in order processing, customer service, and digital integration, optimising workflows, satisfaction, and omnichannel success.
2. Good English communication and cultural alignment
With solid English proficiency levels in Vietnam, the local workforce is well-equipped to collaborate with international clients, particularly from Australia. Many professionals are trained to communicate clearly in business contexts, reducing language barriers in customer service, support, and marketing. Combined with a strong work ethic and customer-first mindset aligned with Australian values, this fosters smooth, long-term partnerships.
To get a real sense of Vietnamese professionals’ English communication skills, watch this video featuring our team members engaging with international clients, showcasing fluency, clarity, and confidence in business communication.
3. Scalable teams during sales seasons
Retailers face sharp demand spikes during peak periods like End of Financial Year Sales (EOFY), Black Friday, and the Christmas season. Aussie businesses can scale up quickly with Vietnam’s offshore teams for customer support and order fulfilment. These experienced experts will handle high volumes with speed and quality, ensuring timely responses and smooth operations. This scalability helps retailers meet seasonal demands without rushing into costly local hiring.
4. Australian time zone compatibility and dedicated team models
Vietnam’s time zone closely aligns with Australia’s, enabling real-time collaboration and fast turnaround for urgent retail tasks like live chat and campaign launches. Vietnamese teams can extend working hours to provide round-the-clock customer support, helping retailers maintain 24/7 service coverage. Retailers benefit from dedicated offshore teams that act as true extensions of their in-house staff, ensuring clear communication, and accountability.
Conclusion
As Australia’s retail sector continues to evolve, outsourcing has become a powerful enabler for brands seeking to enhance performance and remain competitive. From streamlined operations to access to skilled global talent, top retailers like Accent Group are already leveraging offshore partnerships, particularly in Vietnam, to drive success, meet seasonal demand, and deliver elevated customer experiences. For those looking to stay agile and future-ready, outsourcing is proving to be a smart, sustainable strategy.
To stay competitive, eCommerce brands must navigate ongoing operational and customer challenges. Major retail challenges and how outsourcing solves them is a must-read on how outsourcing enhances performance, solves key pain points, and helps retailers stay ahead in the competitive Australian market.
