Melbourne, Australia Feb 4, 2026  – Direct From Factory, an online brand based in Melbourne, has announced a community meetup for Australian e-commerce sellers and brands, concentrating on artificial intelligence for online retail. The first event is scheduled for Thursday, February 19, from 4:00 p.m. to 6:30 p.m. in Melbourne’s central business district, with the exact location provided after registration.

The gathering aims to unite solo sellers, established companies, and budding entrepreneurs seeking practical advice free from sales pitches. Its core theme is AI in e-commerce, mirroring the fast-paced transformation of the online business environment.

Participants will hear from industry specialists offering practical guidance on leveraging AI tools to enhance their online stores. The agenda features hands-on workshops about implementable AI strategies for brands, plus a live demo on generating product images from the ground up using AI via Nano Banana.

eStore Fest covers both technical know-how and core business fundamentals. In addition to AI uses, guests will discover key practices and pitfalls in developing an online brand. These discussions are designed to steer sellers clear of frequent errors and help them seize commonly missed opportunities.

Structured as a “meetup, not a marketing event,” eStore Fest connects e-commerce professionals eager to learn, exchange genuine experiences, and network with fellow sellers and experts. The format caters to operators looking for applicable insights they can use directly in their ventures.

“The e-commerce world is constantly changing, and sellers need honest discussions about effective strategies,” stated a Direct From Factory representative. “This meetup fosters authentic learning and connection without sales pressure. Australian online businesses encounter specific hurdles, so a forum for sellers to link with experts and peers addresses a crucial current need.”

The event contrasts with typical corporate-sponsored conferences that mix education with promotion. eStore Fest has no sponsors, enabling the organizers to curate the schedule and material independently. This method guarantees that all sessions prioritize attendee interests over those of commercial entities.

Admission is complimentary for this debut event, eliminating cost obstacles for small-to-medium sellers or newcomers to online sales. The meetup is open to all who sell products online, irrespective of their operation’s scale or their own expertise.

Differing from numerous paid conferences, eStore Fest is run by online sellers for online sellers, featuring no sponsorships or promotional material. The objective is to provide an uncomplicated environment for the local e-commerce community to talk about current successes, free from sales presentations, hidden motives, or disguised pitching sessions.

About Direct From Factory

Direct From Factory is a Melbourne online retailer specializing in home and kitchen essentials. The company draws on direct experience from creating and running an online business in the Australian market, informing its grasp of the real-world issues e-commerce sellers currently face.