eStore Fest @Melbourne Brings Seller-Led Networking and Practical AI Tactics for E-commerce Growth

Melbourne, Australia Feb 4, 2026 (EMWNews.com) – Direct From Factory, a Melbourne-based online brand, announced eStore Fest @Melbourne, a community meetup event for Australian online sellers and e-commerce brands focused on AI for e-commerce. The inaugural event will take place from 4:00 p.m. to 6:30 p.m. on Thursday, February 19, in Melbourne CBD, with the venue address shared upon registration.

This event focuses on bringing together individual sellers, established brands, and aspiring entrepreneurs who want practical knowledge without commercial interruptions. The theme centres on AI for e-commerce, reflecting the rapid changes reshaping how online businesses operate. 

Attendees will have access to industry experts who can share actionable insights on using artificial intelligence tools to improve their online operations. The session lineup includes practical sessions on ready-to-use AI solutions that online brands can implement immediately, along with a demonstration on creating product images from scratch using AI through Nano Banana.

eStore Fest addresses both technical skills and foundational business principles. Beyond AI applications, attendees will learn the dos and don’ts for building an online brand. These sessions aim to help sellers avoid common mistakes while capitalising on opportunities that many overlook.

Designed as a “meetup, not a marketing event”, eStore Fest brings together e-commerce operators who want to learn, share real-world experiences, and build connections with peers and industry experts. The format is built for sellers who want actionable insights they can apply in their business. 

The e-commerce landscape keeps evolving, and online sellers need real conversations about what actually works,” said a representative from Direct From Factory.” This meetup creates space for genuine learning and networking without anyone trying to sell something. Australian e-commerce businesses face unique challenges, and having a forum where sellers can connect with experts and with each other fills an important need right now.”

The event runs counter to the trend of corporate-sponsored gatherings that blend educational content with product promotions. eStore Fest operates without sponsors, which allows the organisers to maintain full control over the agenda and content. This approach ensures every session serves the interests of attendees rather than commercial partners.

Registration is free for this first event, removing financial barriers for small and mid-size sellers or those just starting their online journey. The meetup welcomes anyone involved in selling products online, regardless of business size or experience level. 

Unlike many paid events, eStore Fest is organised by online sellers, for online sellers, with no sponsors and no promotional content. The goal is to create a straightforward space for the local e-commerce community to discuss what’s working now, without pitches, hidden agendas, or “thinly veiled” sales sessions.

About Direct From Factory

Direct From Factory is a Melbourne-based online brand operating in the home and kitchen essentials category. The company brings firsthand experience from building and managing an online business in the Australian market, which has shaped its understanding of the practical challenges facing e-commerce sellers today.