About Retail Avance

Our Story & Mission

Retail Avance was founded by passionate digital pioneers who saw the need for change in the Australian e-commerce space. Frustrated by clunky solutions, we built a business on innovation, integrity, and human-centric service. Our mission: empower every Australian retailer to compete globally—seamlessly.

Vision

We envision a world where every Australian brand can harness world-class technology to thrive, connect, and lead in an ever-evolving retail environment.

Our Values

Trust

Trust

We pursue fair, transparent relationships and always put our clients’ interests first.

Collaboration

Collaboration

We value teamwork—working hand-in-hand with clients, partners, and each other for collective success.

Excellence

Excellence

We set the bar high, proactively delivering quality and measurable results to build real competitive edge.

Meet the Team

Alex Morton – CEO & Founder

Alex brings 18 years of retail technology expertise, leading Retail Avance with a vision to help every Australian business succeed online.

Sophie Lee – Head of UX/UI

Sophie combines a passion for design with data-driven methodologies to craft beautiful, high-converting customer experiences.

Leadership Overview

Our leadership team brings together e-commerce strategists, software engineers, and former retailers who know what winning in Australia’s digital marketplace takes.

What Clients Say

“Retail Avance broke barriers for us. Our business expanded into three new states after just nine months.”

- Ben Tracey, Adelaide, SA

“They became more than a partner; their entire team felt like an extension of ours!”

- Jennifer Flynn, Sydney, NSW

Industry Partnerships

  • Shopify Plus Certified Partner
  • Magento Solutions Alliance Member
  • Australian Retailers Association Affiliate