eBay Australia, supported by the Australian Fashion Council, has proudly announced Shopfront as a shortlisted winner in eBay’s 2025 Circular Fashion Fund, recognising their innovative approach to automating fashion listings and sales.

Shopfront offers a suite of tools that allows fashion sellers to generate listings in minutes, leveraging AI to streamline the process. Sellers can create a product listing once and distribute it across multiple marketplaces, like eBay, all from a single, easy-to-use platform.

We spoke with Nathan about the journey behind Shopfront, the lessons learned in building a tech-driven solution for fashion sellers, and what’s next for the future of automated, sustainable fashion commerce.

1. Could you share some insights into your background and the journey that led you to start Shopfront?

Prior to Shopfront, I was the first hire at Plend, a B2C impact startup in London, where I built and led the growth strategy, helping scale the company to £2M in annual revenue over 3-4 years. Alongside that, I spent several years running menswear e-commerce brands on Shopify and actively buying and selling on online marketplaces.

When I moved back to Melbourne in December 2023, I joined the Antler VC accelerator and combined my experience in early-stage startups with my passion for e-commerce to tackle friction in the circular economy.

As a seller, I found listing products easy when running a brand but far more challenging with unique, secondhand items. This problem space led me to meeting my co-founder in early 2024, and soon after, we went full steam ahead with Shopfront.

2. Having previously founded 3K Studio, what inspired you to start this particular venture, and how does it differ from your previous businesses?

With 3K Studio, I gained firsthand experience in distribution and brand building through traditional e-commerce, which helped me understand the stark difference between listing new, SKU’d products and secondhand goods. 

When I moved back to Australia and attempted to restart my reselling journey, I quickly realised how much harder it was to sell here compared to markets like London. 

That gap made it clear that there was a huge opportunity for seller tools designed specifically for secondhand fashion sellers, leading to the creation of Shopfront.

3. As a platform that automates the process of listing products across multiple marketplaces, what do you believe is the future of multi-channel selling for small businesses in the fashion industry?

The secondhand market has always been incredibly fragmented, and with innovation and new market opportunities globally, that fragmentation is getting worse. Brands and more niche marketplaces are ever growing and building new ecosystems for consumers and professionals to buy and sell, so as a seller, there are more and more opportunities to juggle and explore. 

We believe we can be that single point of call for management, discovery and success across all these new platforms, unifying the process of secondhand selling.

4. What drives your commitment to helping small businesses expand their reach across different sales platforms, and how do you see automation playing a role in this process?

After hundreds of conversations with sellers of various levels, it became extremely obvious that listing was time consuming and stopping them from growing their business. With brands, certain tools allow them to build and scale fast, but as a smaller business selling hundreds or thousands of unique products, scaling is much more difficult. Automation, particularly in the listing and inventory syncing space, has the potential to not only help small businesses spend less time listing and more time on activities like sourcing and selling, but also explore new avenues and opportunities of growing their business. 

This is what inspires us to keep going every day. We want to watch these sellers thrive and get more products circulated in the community and diverted from waste.

5. What have been some of your most significant challenges in developing Shopfront, and how have you overcome them?

The technology building and journey hasn’t been easy. Omni-channel listing is one part of the equation but managing the delisting is equally, if not more challenging. Trying to build something so complex on the back-end into something simple and intuitive on the front-end so that it can be easily used by a wide audience has been something that we’ve constantly been focusing on as our north star.

In order to do this, we’ve relied heavily on our first batch of initial paying sellers who have been actively providing us with in depth feedback on their day-to-day experience using Shopfront. This has helped us polish and build the product with direct help from our core user base. 

6. What do you envision as the future of online retail, particularly for independent fashion sellers, and how is Shopfront helping to shape that future?

As online retail grows, so does the volume of missed returns, damaged goods, and items that need a second life. More people are buying online than ever, yet reselling remains complex, fragmented and time consuming. 

While we deeply value small businesses and will continue to serve and grow them, we see a huge opportunity in the everyday consumer, those who either don’t know how to sell or find it too much effort to get started. Shopfront aims to be the bridge that makes reselling simple, seamless, and second nature.

Discover more about Shopfront through their social media channels or official website.