In Australia, Indigenous businesses contribute over $16 billion annually to the economy, employing 116,795 people, and paying $4.2 billion in wages, according to the 2024 Indigenous Business Snapshot. But what does it take for these businesses to grow and succeed in today’s economy?

To better understand, we spoke to Adam and Carmel Wooding, founders of Empower Digital, a First Nations business with a mission to provide small and micro businesses with the digital knowledge and tools to grow sustainably. They shared their insights on the unique opportunities and challenges faced by Indigenous entrepreneurs and the strategies that can help First Nations businesses grow in 2025.

What it means to be an Indigenous business

For many Indigenous entrepreneurs, business is very personal — it’s an extension of cultural identity and a way to support community and family. As Adam explains, “Most Aboriginal and Torres Strait Islander businesses are social enterprises. They’re not just about profit; they’re about doing good for country, community, and future generations.”

Adam talks about the founders of Knowledge Water, an Indigenous-led business based in Arnhem Land, who started their enterprise uniquely to preserve their homeland school. They wanted to keep their children close to home, shielding them from the negative influences they might encounter in a nearby town. By packaging and selling spring water from their community, they were able to fund a teacher for their local school, create jobs on-country, and secure a future for the next generation.

To understand how Indigenous entrepreneurs approach business, it’s essential to first understand how they view money. Adam explains, “The concept of money is a Western construct.” Many Indigenous entrepreneurs feel uncomfortable charging for their products and services, often preferring bartering or trading. This mindset can sometimes lead to underpricing, as they may not fully account for the time, effort, and materials invested in their work.

The power of relationships

Relationships are at the heart of many Indigenous businesses. Empower Digital’s work with the First Nations business community grew organically through genuine connections.

“When we first started Empower Digital in 2019, we didn’t set out to work exclusively with Aboriginal and Torres Strait Islander businesses,” Carmel shares. “But as we built connections, we found our approach and values naturally aligned with the goals of Indigenous entrepreneurs.”

By being open to new opportunities and following where relationships led them, Empower Digital connected with organisations like IBA, Ngarrimili, and Kinaway Chamber of Commerce. These partnerships have been invaluable in enabling them to expand their reach and provide impactful support, including workshops and mentorship programs for Indigenous businesses.

How Empower Digital helps businesses grow

Empower Digital provides small and micro businesses with tools and training to succeed in eCommerce. Through workshops and one-on-one mentoring, they have helped businesses build their online presence, improve cash flow, and reach new markets.

“Getting paid upfront for online sales through eCommerce platforms ensures that businesses have the resources they need to operate without waiting weeks or months for payments,” Adam explains.

The duo adjust their strategies to fit each client’s unique needs, often juggling the responsibilities of digital consulting, financial mentoring, and even business coaching. “A big part of what we do is creating safe spaces for businesses,” Adam shares. “There’s a lot of generational trauma that comes up in the work we do, and we’ve found that creating that safe space is essential.”

The outcomes are nothing short of inspiring.

“One of my favourite success stories is about a First Nations artist we worked with,” Carmel shares. “They used the training we provided to set up an online store. It was so successful that they were able to save for a house deposit. Seeing how this transformed their life was incredibly rewarding for us.”

Lessons for small businesses

  • Seek support: Carmel reflects, “It’s about seeking help when you need it, and not trying to pretend that you know everything. There are so many people who are just dying to help you. Just lean into your community and into those relationships.” Organisations like IBA, Ngarrimili, and Kinaway Chamber of Commerce provide mentorship and resources tailored to First Nations businesses.
  • Build your network: Relationships can open doors to opportunities you might not find on your own. Black Coffee, a networking initiative that connects Indigenous entrepreneurs, provides a space to share stories, seek advice, and form collaborations. Carmel and Adam say that at events like Black Coffee they have built connections that have genuinely helped their business.
  • Improve cash flow: Cash flow is one of the most common challenges for Indigenous businesses, but digital tools and eCommerce can help. By setting up an online store, you can receive payments upfront, spend less time chasing invoices, and build a steady income stream. Digital platforms also simplify processes, giving you more time to focus on growing your business.
  • Invest in learning: Upskilling in digital tools and marketing can give your business a competitive edge. Programs like the IBA Accelerator provide essential support and mentorship, offering guidance on navigating challenges, developing skills, and building sustainable growth strategies.
  • Leverage digital tools: Digital platforms like Shopify and Google Workspace make it easier to scale operations and reach broader markets. Start small. Build your digital presence step-by-step, and make sure you own your domain and digital assets to maintain control.

Inspired by Adam and Carmel’s journey?

Learn how Prospa can help you grow your business sustainably. Talk to a Prospa specialist today.