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In a significant retail industry milestone, China's leading e-grocer, Freshippo, makes its debut in Australia through a strategic partnership with eBest, the nation’s leading online Asian supermarket. This marks the first time a major Chinese supermarket chain has introduced its acclaimed private-label products to the Australian market.
Australia now joins the U.S. and Singapore as the third destination for Freshippo’s best-selling Chinese delicacies, including snacks, juices, tea drinks, culinary sauces like hotpot soup bases and dipping sauces, as well as staple foods. These products will soon be available to Australian households, catering to the diverse tastes of metropolitan consumers.
Freshippo, a key grocery arm of Alibaba Group founded in 2015, is renowned for its innovative digital intelligence-powered retail and supply chain capabilities. With over 400 stores across 30 Chinese cities, Freshippo has earned a reputation for delivering fresh produce, seafood, pre-made meals, and snacks, with its private-label products particularly well-received.
In Australia, Freshippo’s products will be launched via eBest's shopping app and website, leveraging the Sydney-based online grocer’s extensive delivery network and growing influence in the local market. A spokesperson from eBest noted that this collaboration will significantly enhance their product range, offering Australians greater access to authentic and modern Chinese groceries.
“This is an exciting development for ethnic supermarkets, which have steadily risen into the mainstream and become both a business and cultural phenomenon globally, especially in North America,” the spokesperson said.
“The pandemic has driven more consumers to explore ethnic products, diversifying their home cooking either as a lifestyle choice or as a cost-saving alternative to dining out. This trend has encouraged a wider demographic to discover different cultural ingredients and find better deals at grocers that initially served migrants.”
Freshippo has carefully curated its product selection for the Australian market, drawing from insights gained in the U.S. and Singapore. Coinciding with the Mid-Autumn Festival, a significant cultural event celebrated by Chinese, Vietnamese, and Korean communities across the nation, the initial offerings include popular items such as Sichuan-style pepper sauce, sesame paste dressing, and scallion oil seafood-flavored seasonings, all tailored to the preferences of Australian metropolitan markets, where a wide range of Asian foods is already enjoyed.
The Australian launch also coincides with the Mid-Autumn Festival, a significant cultural event celebrated by Chinese, Vietnamese, and Korean communities across the nation. eBest expects a warm reception from Chinese migrant families and international students familiar with Freshippo’s products, which bring the flavors of home to their kitchens.
In June, Freshippo strategically entered the U.S. market by partnering with 99 Ranch Market, the largest Chinese supermarket chain in the U.S., and Yamibuy, North America’s largest online Asian goods retailer. Following the August launch on Singapore’s Lazada, featuring products tailored to Southeast Asian tastes, Australia represents another key milestone in Freshippo’s global journey.
This latest move also builds on eBest’s continued collaboration with Alibaba, following its store launch on AliExpress earlier this year. Established in 2020, eBest has quickly become Australia’s go-to online destination for Asian groceries and household essentials, offering over 50,000 items across 18 categories.
