Ecovacs, one of the first Chinese companies to establish a significant presence in Australia’s robotic vacuum market, is making a major strategic shift as it looks beyond indoor floor cleaning and into what analysts believe could become the next multi billion dollar robotics opportunity.

The company has unveiled an aggressive expansion into robotic lawn mowers, pool cleaners and window cleaning robots, as competition in the indoor robotic vacuum market intensifies and growth increasingly depends on expanding into new categories.

At a Sydney launch event on Friday, Ecovacs showcased four new outdoor products that will go on sale in Australia from 4 August, including the GOAT A2000 LiDAR PRO and GOAT O600 RTK robotic lawn mowers, the WINBOT W3 OMNI window cleaning robot and the ULTRAMARINE P1 robotic pool cleaner.

Prices range from A$999 for the pool cleaner to A$2,999 for the flagship mower.

Ecovacs Regional Director Karen Powell said the company was deliberately broadening its business beyond indoor floorcare.

“We’re looking for growth outside the home, and we are in a good position to do this” she said.

Industry analysts believe the strategy is well timed, with outdoor home automation tipped to become one of the fastest growing segments in consumer robotics over the next decade.

The GOAT O600 has been designed specifically for Australian conditions, targeting lawns up to 600 square metres. It uses RTK satellite positioning to map a yard in around 15 minutes and has a cutting system designed for popular Australian grass varieties including buffalo and kikuyu.

According to Ecovacs, Australians spend around 120 hours each year maintaining their gardens and swimming pools, or more than A$4,000 annually paying contractors to perform the work.

The move comes as China’s leading robotics manufacturers escalate an increasingly aggressive battle for Australian market share.

Just a few years ago Ecovacs’ primary competitor was iRobot.

Today the company finds itself locked in a technology and pricing war with fellow Chinese manufacturers Roborock, Dreame, Narwal and MOVA, all of which are investing heavily in AI, advanced navigation, LiDAR technology and increasingly sophisticated robotic cleaning systems.

One of the newest threats is MOVA, Dreame’s premium sister brand, a relationship comparable to Toyota and Lexus.

MOVA recently entered Australia with both premium and mainstream robotic vacuum cleaners and is preparing to launch robotic pool cleaners, further intensifying competition. Ironically, the company has appointed Closer Communications, the same public relations agency that helped establish the Ecovacs brand in Australia.

The Australian robotic vacuum market continues to expand rapidly.

Research group IMARC estimates the local market was worth approximately A$390 million in 2024 and forecasts it will reach almost A$1.75 billion by 2033, representing annual compound growth of 16.2%.

Industry estimates suggest robotic vacuums have now reached between 25% and 30% household penetration in Australia, highlighting how quickly the category has matured.

Premium self emptying models continue to gain momentum and are expected to account for more than half of all robotic vacuum sales by 2030, compared with around 30% today.

The aftermarket for replacement filters, rollers and dust bags has also become a substantial business, with Australia’s consumables market now estimated to be worth between A$55 million and A$85 million annually.

Globally, Ecovacs remains one of the industry’s largest manufacturers, with Ecovacs, Dreame and Roborock collectively controlling around 40% of the worldwide robotic floorcare market.

Australian retailers including JB Hi Fi, The Good Guys and Harvey Norman have significantly expanded their robotics ranges, with many now selling robotic vacuum cleaners alongside robotic lawn mowers and pool cleaning robots.

Powell believes Australian consumers already understand the value proposition.

“Customers don’t need to be educated on the benefits of robotic window cleaning or automated pool maintenance in the same way they once needed convincing about robotic vacuum cleaners,” she said.

Financially, Ecovacs has staged a remarkable recovery following a difficult 2023.

For the 2025 financial year the company reported revenue of CNY19.04 billion, up 15.1%, while net profit more than doubled to CNY1.76 billion, an increase of 118%.

Its net profit margin improved to 8.4%, a strong result given the intense price discounting currently taking place across the global robotics market.

The next major battleground is already emerging.

While robotic vacuums are now becoming mainstream, manufacturers are racing to dominate what many believe will become the next wave of consumer robotics, automated outdoor maintenance.

Dreame is already selling its A1 Pro robotic mower and Z1 robotic pool cleaner through Australian retailers, while Roborock has unveiled its RockMow series of robotic lawn mowers and is widely expected to bring the products to Australia after their overseas launch.

These are the same Chinese manufacturers that fundamentally reshaped the global floorcare market, taking significant market share from Dyson and iRobot.

Now they are targeting another lucrative category, the billions spent each year maintaining Australian gardens, pools and outdoor living spaces.

The expansion also raises new privacy and cybersecurity questions.

Unlike robotic vacuum cleaners that operate inside the home, outdoor robots rely on combinations of cameras, LiDAR, GPS positioning and AI mapping technologies, extending data collection beyond the front door and into backyards and private outdoor areas.

For manufacturers, however, the opportunity is substantial.

For Australian consumers, the race to automate virtually every household maintenance task has only just begun.

“We’re confident we have the products and can continue to grow market share,” Powell said.th.