The Australian flower delivery model, explained
02 What we own and run
We start with three separate websites. Each targets a different delivery area, so together they cover more of the map without competing head-to-head for the same searches.
- Ownership. All three domains, websites, brand names, content and customer data belong to us. The vendor is a fulfilment partner, not a co-owner.
- Development. We design and build every site — layout, product pages, mobile experience and checkout.
- SEO & growth. We run all search optimisation, content and local ranking work so each site earns its own organic traffic in its own area.
- Why three, not one. Three area-focused sites spread the risk — if one site has a bad month, the other two still trade — and each ranks strongly for its own suburb rather than diluting one site across everywhere.
| Responsibility | Who | What it covers |
|---|---|---|
| Demand — storefront & traffic | Us | Website build, design, hosting, SEO, content, product listings, checkout, customer enquiries. |
| Fulfilment — flowers & delivery | Vendor | Buying flowers, making the arrangement, packaging, and delivering to the address on the order. |
05 How the money works
A worked example
Take a bouquet priced at A$100, with a A$15 delivery charge, in a state where GST is 10%.
| Product price (shown on site) | A$100.00 |
| + Delivery charge (extra) | A$15.00 |
| + GST 10% on product + delivery | A$11.50 |
| Customer pays | A$126.50 |
| Our commission — 35% of the A$100 product price | A$35.00 |
| Vendor keeps — 65% of product price | A$65.00 |
| Vendor also receives — full delivery charge | A$15.00 |
| GST — collected and remitted by vendor to the ATO | A$11.50 |
07 The commission — and how to negotiate it
We open at 35% for us. It is a target, not a wall — the number is negotiable, so it helps to know why 35% is fair and where we can flex.
Why 35% is justified
We are not a middleman taking a cut for nothing. We deliver the single most expensive and hardest part of any florist business: customers. The partner receives orders with zero marketing spend, zero SEO effort, and no website to build or maintain. We carry all of that cost and risk up front.
Recommendation: launch on Option A with tight reconciliation, and move to Option B once order volume justifies the extra setup.
1. An Australian ABN (Australian Business Number)
The ABN is the unique number that identifies a registered business in Australia. It appears on invoices and tax documents and is how the Australian tax office recognises a legitimate trading business.