Our story
Welcome Merchant is the liaison between refugee merchants and the wider community in Australia
How we started
Welcome Merchant began in March 2020 as a simple Instagram account created to spotlight refugee and asylum seeker–owned small businesses. At a time of growing uncertainty, we wanted to create space for connection and recognition. The response was immediate, and people were eager to support, share, and celebrate these businesses. What started as a digital initiative quickly grew into something much bigger — a national platform offering real visibility and opportunity to creative merchants across Australia.
Who we are
Welcome Merchant is the only platform of its kind in Australia dedicated exclusively to promoting businesses and artists from refugee and asylum seeker backgrounds. We are an independent social enterprise, run without government funding and driven by the belief that creativity and entrepreneurship should be supported and celebrated, regardless of where someone comes from.
We work to connect communities, break down barriers, and shift the narrative around what refugee-powered businesses can be by centreing recognition, access, and genuine opportunity.
What we do
We run a free online directory that features more than 160 businesses and artists from refugee and asylum seeker backgrounds. These include fashion labels, food ventures, art studios, and more. Each listing opens a story, a culture, a community.
But we’re more than a directory. Welcome Merchant also curates real-world experiences such as pop-up markets, dining clubs, cooking classes, exhibitions, and storytelling events that bring people together in meaningful ways. These events generate income, spark conversation, and build confidence.
We deliver practical support through workshops in areas like accounting, digital skills, social media, and legal basics which help business owners grow with confidence. Our popular gift hampers, created in collaboration with our featured merchants, offer another way for individuals and organisations to support and connect.
Why we do it
Entrepreneurs from refugee and asylum seeker backgrounds bring a wealth of creativity, resilience, and vision, but often face systemic barriers such as limited networks, visa restrictions, language challenges, and reduced access to capital. These challenges can make it harder to grow and sustain a business, despite the strength of the ideas behind them.
Welcome Merchant exists to shine a light on this entrepreneurial talent by creating space for it to be seen, valued, and supported. We work alongside business owners to share their stories, expand their reach, and foster opportunities for growth. Our focus isn’t just business. It’s community, connection, and building a platform where everyone can thrive on their own terms.
Photos courtesy of Danish Ravi Photography and Broke Stills
Welcome Merchant is up and running thanks to the constant support from our volunteers
Frequently Asked Questions
Who we are
What does Welcome Merchant do?
We provide a free platform to merchants and artists in Australia who also identify as a refugee, a former refugee and/or as a person seeking asylum. We do this online (directory & social media) and in person (curated event partnerships).
When did Welcome Merchant start and how?
Welcome Merchant started in 2020 as a humble Instagram account, dedicated to promoting Australian-based, refugee-owned small businesses to help them connect with new customers.
Why did Welcome Merchant start an online directory?
To fill a gap in the market, simply put, we’re the only refugee-powered business directory in Australia.
For merchants
How can we be featured on Welcome Merchant pages?
Simple! Reach us via our Contact page or email us: hello@welcomemerchant.com
Does my business have to have a social media account to be featured on Welcome Merchant?
No, we can still promote your business in our online directory and on our social media channels. We can also help set up your social media account for you!
Can you refer me to useful resources or guide to living in Australia?
We will be launching soon a dedicated referrals guide to help with your resettlement in Australia – stay tuned.
Can migrant business owners advertise themselves on the directory too?
Unfortunately not, as we cannot advertise all migrant owned businesses due to our limited capacity.
For supporters
Why support refugees and people seeking asylum as merchants and artists? What kind of barriers do they face?
Refugees and people seeking asylum face enormous barriers in a new country. Often, they don’t know how to access mainstream market. They also don’t have the same type of networks as ‘regular’ people.
The barriers they usually face are financial – limited and/or lack of access to regular financial institutions – and linguistic; English may not be their first language.
Additionally, many refugees and people seeking asylum have experienced a form of trauma. Enabling them to restart their lives through supporting their businesses makes such a difference in their lives and future generations.
Are the merchants professionals?
Yes, they are all self-employed. Their levels of experience vary, some are more established than others.
Can I hire the merchants for my own events?
Yes, and we can connect you to one! Please send us a message on our contact form or email us.
Can you customise hampers?
Yes, but only for bulk orders.
Where does the money from Welcome Merchant’s events and hampers go to?
50% of the profits from our pop-up dining events goes back to the chef partner. The hamper partners are paid their wholesale price. The rest goes back to Welcome Merchant’s overheads including website hosting & accounting fees.
How can I support the work that you do?
Become our Patreon!
Welcome Merchant in the media
The Power of Purpose – Prospa Article
Urban List’s 30 Faces Changing the World by 2030
The Guardian Australia’s 2021 Christmas Gift Guide 2021
Junkee article
Broadsheet article
Urban List article
Concrete Playground article
Timeout Sydney Mother’s Day article
Timeout Sydney Refugee Week article
Good Sesh Podcast interview
Good Food article
Timeout Melbourne Refugee Week article
Eastside Radio interview
Traces and Dreams interview