For years, Sendle was the go-to choice for small businesses chasing affordable, reliable parcel deliveries. But in a shock announcement that caught thousands off guard, the company has suddenly shut down its operations across Australia. One short email, sent without warning, was all it took to bring the courier service to a halt — and now, many small business owners are scrambling to figure out what to do next.
A Sudden End for a Promising Start-Up
Founded in 2014, Sendle positioned itself as the budget-friendly rival to Australia Post. It promised cheaper rates, simple booking systems, and even carbon-neutral deliveries — a mix that quickly attracted a loyal customer base, particularly among online retailers and small e-commerce stores.
After 12 years in business and more than 65 million parcels delivered across Australia, the United States, and New Zealand, Sendle appeared to be thriving. But on January 11, an email landed in customer inboxes with a message that few expected: the company was ceasing all operations “effective immediately.”
That message also included instructions for existing orders. Parcels already picked up, the company said, “will be delivered at the discretion of the delivery partner.” But any bookings scheduled for pickup on January 12 or later? Cancelled. No refunds, no warning, and no explanation.
Small Businesses Left Scrambling
The sudden collapse has thrown small business owners into turmoil. Alicia Segal, co-founder of breast pump business Bubka, said she felt blindsided. “We usually alternate between Sendle and Australia Post,” she told Nine News. “With the ongoing frustrations around Australia Post, we were in the process of moving all our postage to Sendle – so this update has left us feeling high and dry.”
For small businesses already battling rising costs, Sendle’s affordability made a difference. A three-kilogram parcel with Sendle cost around $13.20, compared to nearly $19.30 with Australia Post. Losing that pricing advantage is more than an inconvenience — it’s a blow to margins.
The timing couldn’t be worse, either. With e-commerce sales ramping up over the summer period, thousands of sellers are now scrambling to find alternative couriers, manage delayed shipments, and calm frustrated customers.
Silence From Sendle Raises Questions
What’s made the situation worse is the lack of answers. Sendle hasn’t offered any reason for its closure, and communication with customers has been limited. The company’s website confirms it is “no longer taking future bookings,” while a short statement to Nine News said: “We are not able to provide any further comment at this time.”
It’s a disappointing silence for a company once celebrated as one of Australia’s most promising logistics start-ups. Back in 2021, Sendle raised $45 million in funding to expand its operations in the United States, promising investors rapid growth and innovation. But three years later, those ambitions have vanished without a trace.
What Went Wrong?
There’s plenty of speculation about why Sendle folded so abruptly. Some industry insiders believe the company may have been struggling financially, especially after years of aggressive international expansion. Others think rising operational costs and fierce competition from major players like Australia Post and Amazon’s logistics arm may have made Sendle’s business model unsustainable.
Whatever the cause, one thing is clear: the fallout is hitting small business owners the hardest. Without notice or alternative arrangements, many are now forced to shift deliveries back to more expensive services — a painful move in an already tough economy.
