AuMake

What AuMake does

AuMake (legal entity Aumake Ltd) is an Australian public company listed on the ASX under ticker AUK, headquartered in Ultimo, Australia. Founded in 2010 and operating with 51–100 employees, AuMake runs a digital retail platform that markets Australian brand products to Chinese consumers by leveraging Chinese influencer and key opinion leader (KOL) services as the primary demand-generation channel. The platform sits at the intersection of cross-border e-commerce and influencer-led marketing, effectively acting as an intermediary that curates Australian brand inventory and routes it into Chinese consumer markets through creator networks — a model commonly associated with the daigou and cross-border livestream commerce ecosystem.

Operationally, the company sources Australian brand products and relies on Chinese influencer relationships to drive downstream sales; however, the available source material does not document specific product categories, proprietary technology components, platform architecture, or underlying software stack. There is no evidence of AI/ML capability, patents, or proprietary data assets in the disclosed data. The business model combines retail margin on Australian goods with platform/intermediation economics tied to influencer-driven volume.

Financially, AuMake has raised approximately AU$4.1 million across two documented events: an equity round led by Novus Capital in November 2021 (~$1.6M USD) and a non-dilutive AU$2 million package secured in February 2024 specifically earmarked to improve supply chain capabilities. No current revenue, gross profit, or unit economics are reliably disclosed in the source material, and the financial figures presented in the raw data appear internally inconsistent with a company of this headcount and scale, limiting further triangulation.

Name

AuMake

Legal name

Aumake Ltd

Website

https://aumake.com.au

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

AuMake is an ASX-listed Australian digital retail platform that markets Australian brand products to Chinese consumers via Chinese influencer and KOL distribution channels, operating with 51–100 employees from Ultimo, Australia.

Ownership category

akta.pro rank

Product category

Cross-Border E-commerce

NAICS

All Other Miscellaneous Retailers (45999)

SIC

Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

International DTC & Brand.com (Global Shipping) (CRAFAJAB)

akta.pro secondary industry

Cross-border Marketplaces (Multi-seller) (CRAFAJAA)

Keywords

• Cross-border e-commerce
• Influencer marketing
• Australian brands retail
• Chinese consumer market
• Daigou retail platform

Headquarters

HQ city

Ultimo

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Core offering

AuMake operates a digital retail platform that uses Chinese influencer (KOL) services to market and sell products sourced from Australian brands to Chinese consumers. The company combines e-commerce retail with influencer-led demand generation, complemented by cross-border supply chain capabilities to fulfill orders into China.

Product overview

No product details available in the provided sources. The available information indicates AuMake is a company that secured AU$2 million in non-dilutive funding to improve its supply chain capabilities, but no specific product names, modules, or service offerings are documented in the source material.

Differentiator

Problem solved

Functional benefit

Products and services

• AuMake Digital Retail Platform
• Chinese Influencer (KOL) Marketing Services

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves3 records

Expansion highlights2 records

Direct peers

• DaigouHub: Australian platform focused on facilitating daigou (personal shopper) and cross-border e-commerce flows of Australian products to Chinese consumers. Closely comparable to AuMake's cross-border AU→China model and category focus (infant formula, vitamins, beauty).
• The Iconic: Leading Australian online fashion and lifestyle retailer with both domestic and select cross-border reach. Closely comparable to AuMake in business model (inventory-led digital retail of branded goods with influencer marketing tie-ins) and geography of origin, though focused on fashion rather than the AU health/beauty daigou categories.

Broad incumbents

• JD Worldwide: JD.com's cross-border e-commerce channel for international brands selling into China. Comparable to AuMake's cross-border AU→China model, particularly for health, beauty, and lifestyle SKUs, and is one of the dominant incumbents competing for the same Chinese consumer wallet share.
• Chemist Warehouse: Australia's largest discount pharmacy chain with a significant cross-border daigou business shipping health, beauty, and wellness products to Chinese consumers. Comparable to AuMake in the AU health/beauty → China category, though at much larger physical-retail scale.
• Tmall Global: Alibaba's flagship cross-border e-commerce platform connecting international brands with Chinese consumers. Highly comparable to AuMake as the dominant incumbent in the same cross-border category AuMake targets, though it operates at vastly larger scale across all international brands, not just Australian.
• Xiaohongshu (RED): Major Chinese social commerce platform built around influencer/KOL content and product discovery. Directly comparable to the consumer-facing surface of AuMake's model (KOL-driven brand discovery), and a key channel where AuMake-style products are promoted and transacted.
• Catch.com.au: Australian online marketplace selling discounted branded goods to AU consumers. Comparable as a domestic Australian digital retail platform, but primarily serves the AU market and lacks AuMake's China-facing cross-border and influencer-led proposition.
• Kogan.com: ASX-listed Australian online retailer selling a broad range of consumer goods direct to consumers. Comparable to AuMake as another Australian-headquartered digital retail platform, though Kogan serves the domestic AU market primarily and does not focus on cross-border China flows.
• Pinduoduo (Temu): Cross-border discount e-commerce platform operated by PDD Holdings. Comparable to AuMake as a cross-border retail channel competing for similar branded-goods flows, though Temu's model is reverse — exporting China-sourced goods globally — rather than Australia-to-China.

Others

• Swisse Wellness: Major Australian health/wellness brand with significant China-focused distribution. Functions as both a potential supplier to AuMake's platform and a benchmark for the AU-brand → China category economics, rather than a direct competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks4 records

Key highlights4 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AuMake