Australia and New Zealand · Marketplace expansion
Is marketplace selling your next move?
A seller account is not the same as a workable route to market. Check the platform, product, evidence and operational responsibilities before you apply, list or commit stock.
Before you invest
Make sure the route is workable before you commit stock.
Selling through an online marketplace can be a powerful way to expand. But obtaining a seller account, creating a listing and having stock ready does not necessarily mean the proposed route will work.
The business still needs to understand whether the marketplace will accept the seller and product category, which Australian or New Zealand requirements apply, what evidence may be requested, who holds each supply-chain responsibility and what could delay, restrict or remove the listing.
Marketplaces are increasing their scrutiny
Product listings, seller conduct and supporting information are receiving closer attention.
In 2026, the ACCC strengthened the Australian Product Safety Pledge for online marketplaces. Participating marketplaces commit to 15 product-safety actions, including monitoring safety alerts, removing unsafe listings, searching for identical products, training sellers and taking action against sellers who repeatedly offer unsafe products.
The ACCC reported that participating marketplaces removed more than 31,000 unsafe product listings during 2024-25 after consulting product-safety information. They removed another 2,700 listings following regulator take-down notices.
The pledge is voluntary and each marketplace has its own processes. It nevertheless shows the direction of travel: businesses should expect closer monitoring and should be ready to support their products and listings with accurate information and suitable evidence.
Platform acceptance is not certification
Marketplace rules sit alongside the law applying where the product is sold.
The ACCC states that Australian online sellers must understand applicable product-safety laws, comply with mandatory standards and bans, and provide relevant product information such as warnings, labels and instructions.
In New Zealand, the Commerce Commission explains that the Fair Trading Act can apply to businesses selling online to New Zealand consumers even when the business is based overseas. Online sellers must also consider representations, consumer rights, product-safety requirements, delivery information and their ability to supply what they advertise.
A marketplace accepting a seller account or publishing a listing does not certify the product or remove the seller's legal responsibilities.
Seven checks before you proceed
Confirm the route, requirements and responsibilities in the right order.
1. Which marketplaces provide a realistic route?
Check whether the platform operates in the intended market and whether seller access is open, application-based, selective or invitation-only.
2. Is the product category permitted?
Some marketplaces prohibit or restrict particular products, brands, ingredients, technologies or fulfilment arrangements.
3. Which Australian or New Zealand requirements apply?
Identify relevant safety standards, bans, registrations, labels, warnings, claims and consumer-information obligations.
4. What evidence will be needed?
Determine whether you have suitable test reports, certificates, specifications, supplier information, images and listing content for the exact product.
5. Who is responsible for each part of the supply chain?
Confirm who will import, sell, fulfil orders, manage returns, retain customer records and respond to incidents or recalls.
6. What needs to be fixed first?
Separate issues that prevent the route from proceeding from matters that can be completed later.
7. Could the position change?
Marketplace rules and regulatory requirements change. Build in a trigger for reviewing the position again.
Watchdog can handle the pathway
Expand your business without managing the compliance maze.
Tell us what you want to sell, the marketplaces you are considering and where you want to operate. Watchdog will investigate the proposed route, identify the relevant platform and product requirements, review the information and evidence you have, identify what is missing and help prepare the compliance information needed for the next step.
The marketplace retains responsibility for seller approval, platform access and listing acceptance. Watchdog helps you understand whether the proposed route is workable and what should happen before you invest further.
Official sources
Review the current Australian and New Zealand guidance.
Important information
Check the current rules and your particular route.
This update is general information, not legal advice. Marketplace requirements, laws and official guidance can change. Check the current platform and official requirements and obtain advice for your circumstances before acting.