A prominent Australian technology journalist, a major electronics distributor 360 International Trading and a NSW Bella Vista web development company MultimediaX are facing mounting scrutiny after a new online marketplace was quietly embedded inside a well known tech review website whose operator often appears on Australian TV networks and radio stations spruiking CE devices and is now selling the very products being reviewed directly.

The move has reignited concerns about transparency, disclosure and editorial independence in an industry already grappling with collapsing advertising revenues and an increasing reliance on commercial partnerships.

It’s also raised questions about Chinese linked distributors who supply major retailers who promote their products and then move to sell direct the same brands products via E Bargain and disguised online sites and inside the site of a highly respected journalist.

Tech Guide, the Sydney-based technology news and reviews site operated by veteran journalist Stephen Fenech, recently relaunched with a redesigned platform and an integrated e-commerce store branded “Tech Sales Online”, also referred to as the Tech Guide Marketplace.

The store allows readers to purchase products directly from within the review environment. Fenech discloses that he may earn commission from qualifying purchases. There is no allegation of illegality or wrongdoing.

However, the integration of retail sales into the same platform that publishes product reviews raises questions about whether consumers can clearly distinguish between independent editorial content and commercial activity.

Fenech has a high profile on radio TV and via his own web site in Australia. The new Tech Sales Online web site is branded with the same logo as Tech Guide and later inside the site as TMO.

ChannelNews has contacted Stephen Fenech, he claims “The store is run by MultimediaX I have no say in the products, or brands they offer. And in no way does this influence what I write about and review on Tech Guide”.

Media analysts say affiliate links have become commonplace, but the addition of a fully embedded trading site — particularly one closely aligned with a specific distributor — marks a deeper level of commercial integration especially one selling products that Tech Guide reviews.

Distributor Links Emerge

The marketplace prominently features brands including Roborock, Hohem and Segway Ninebot — all distributed in Australia by 360 International Trading.

Corporate filings show 360 International Trading generated $121.87 million in revenue for the year to June 2025, up from $92.168 million the previous year. The company recorded pre-tax profits of $8.376 million and after-tax profits of $5.860 million.

Directors George Lai, Peter Zhuang and Di Wu have attributed recent growth to securing exclusive distribution rights for Segway Ninebot in Australia, alongside continued expansion of Roborock and other core brands.

The distributors commercial links also extend beyond product supply.

360 International Trading has also invested in E-Bargain International Pty Ltd which appears to also be a direct sell web site.

E Bargain claims to have been established in 2019 which is the same year that 260 International Trading was established.

They claim that their teams have been in the industries over 20 years and are a 100% Australian Warehouse and Customer Service.

Their aim is to provide genuine products to Australian consumers with competitive prices, they do not say whether these prices will be below what retailers are selling the same branded products for however they do stress “Bargains”.

They claim that all of their products are dispatched from their own warehouse via Australian logistic Companies.

The redevelopment of the Tech Guide website was undertaken by MultimediaX, a web development firm located on Lexington Drive, Bella Vista — directly opposite 360 International Trading’s Australian headquarters.

MultimediaX has also built e-commerce sites for brands distributed by 360, including Roborock and Segway Ninebot, enabling direct-to-consumer sales channels.

The redesigned Tech Guide site and the Tech Sales Online store went live simultaneously.

The store operates on Shopify infrastructure, with transactions processed via Shop (formerly Shopify Pay).

Disclosure Questions

Further scrutiny has centred on the trading entity behind Tech Sales Online.

The site trades under the name “Tech Sales Online” but, at the time of review, did not prominently display an Australian Company Number (ACN), Australian Business Number (ABN) or a clear Australian business address on its homepage, footer or key policy pages.

Under Section 153 of the Corporations Act 2001, companies are generally required to display their ACN on public documents and instruments that facilitate contracts. Commercial websites that enable transactions are commonly regarded as falling within this definition. An ABN may be displayed instead if it incorporates the company’s nine-digit ACN.

Consumer law specialists note that while there is no single law mandating a physical address in a website footer, Australian Consumer Law requires traders offering goods to provide clear contact details for consumer guarantees and warranty claims. Those obligations typically include a physical address and accessible contact information.

Following purchase, the only address referenced on the platform appears to be Shopify’s Ottawa, Canada address.

It remains unclear whether the absence of Australian company identification details reflects an administrative oversight, a structural arrangement through third-party infrastructure, or a compliance gap.

Operator Identified

Corporate records identify Abi Raad Najib as the operator of Tech Sales Online. Najib also runs MultimediaX and previously traded under TechMotive Pty Ltd.

Warranty references are listed for Roborock and Segway Ninebot products, but warranty terms for other brands featured on the platform — including Ecovacs, Tineco, Hohem and Levoit — are not clearly outlined on the site.

There is also no contact details other than an email address for techsalesonline.com.au on the sites Shipping Policy, Privacy Policy or Warranty Refund Policy.

There is no suggestion of unlawful conduct.

Multimedia X X Team seen with Company founder Abi Raad Najib second from right on front row.

 

 

However, governance and disclosure experts say transparency becomes more critical when media platforms transition from reviewing products to directly facilitating their sale.

A Structural Shift in Tech Media

Since launching in Australia in 2020, 360 International Trading has grown rapidly, promoting itself as a full-service distributor providing import, logistics, brand development and nationwide warranty repair networks across Australia and New Zealand, with expansion into parts of Asia by 2025.

360 International Trading CEO seen with staff. They claim on social media ‘This year, we were thrilled to welcome our portfolio brands — Roborock, Segway-Ninebot, Bambu Lab, Hohem and more — alongside key accounts from JB Hi-Fi, Harvey Norman, The Good Guys, Bing Lee, and 99 Bikes. The event provided a valuable space for deeper conversations, strategic alignment, and new opportunities for growth.

The emergence of an embedded marketplace inside a review-driven publication predominently selling the distrbutors products, reflects broader changes sweeping digital media.

As traditional advertising revenue declines, publishers are increasingly turning to affiliate commissions, sponsored content and direct retail models.

Critics argue that while commission disclosure is now standard practice, deeper commercial alignment with specific distributors — particularly when supported by shared service providers — may demand heightened transparency to preserve public trust.

At the centre of the controversy is not a proven breach of law, but a broader question confronting modern journalism:

Can a platform credibly review products while simultaneously selling them in partnership with a key distributor?

ChannelNews  and SmartHouse has advertisers and contracts in place with brands. This has not stopped us being highly critical at times of our advertisers and brands who we have had contracts with for several years including the likes of LG Electronics, Motorola and we have even written stories crital of Samsung including the story “‘New Samsung $3K Fold A ‘Lemon’ Units Literally Fall Apart’, three months prior to this we were the only Australian media Company to identify Samsung brand new entry into the foldable smartphone lemon as a “lemon” device.