The Canberra Times

'World's safest online marketplace' calls Canberra home

'World's safest online marketplace' calls Canberra home

Story in partnership with Rosella Street.

While the San Francisco Bay Area is synonymous with tech start-ups, the ACT is now home to one of the world's most innovative online marketplaces.

Rosella Street - formerly named Hey Fritz - has recently undergone a full rebranding, adding a strew of new trading options to its site as well as cutting edge cyber security features, which they say make it "the safest online marketplace in the world".

Rosella Street's Co-Founder - Canberra woman Sammy Williamson - says it is the perfect platform for consumers who are looking for an eco-friendly, Aussie alternative to tech giants like Facebook Marketplace and Amazon.

Ms Williamson said Rosella Street has a number of features many online shoppers have been crying out for, including pre-loved items for sale or donation as well as more rental options for items, spaces and services.

However, it is their state of the art anti-fraud and cyber security that she believes many online shoppers need most.

With the rise in crime throughout all online marketplaces, she says, many families are being cheated out of their money at a time when they can least afford it.

From physical theft to identify fraud and online scams, trading online can be risky business. That's why Rosella Street is putting its users first.

"Facebook Marketplace and Gumtree have been great but unfortunately there are so many scams that occur on these platforms," Ms Williamson explained.

"Neither Facebook or Gumtree have a safe way for people to transact, leading to uncomfortable cash dealings and bank transfers," she continued.

"People can also create 'burner' accounts to scam people and delete the account without any consequence or way of tracking them down.

"Fortunately, Rosella Street has a safe and secure in-built payment system and ID verification to make sure everyone has a wholesome experience."

'World's safest online marketplace' calls Canberra home

All three of the company's Co-Founders - including Canberra resident Mick Fritschy and Dilyar Barat - have a deep passion for the environment. They plan to use their platform to keep Australia beautiful.

That's why Rosella Street has the immediate goal of reducing waste by 15 percent within five years in each new community it's adopted in.

In addition, they plan to donate one dollar from each purchase and sale on their site to high impact community and environmental projects.

Rosella Street has also partnered with the remote aboriginal community of Buymarr in Arnhem Land. Together, they will work on a project to plant bush food trees that reduce CO2, provide nutrition to the community, and support the passing on of knowledge to future generations.

"I grew up in Nhulunbuy in north-east Arnhem Land," Mr Fritschy explained.

"It's a beautiful part of the world. Growing up there gave me a real appreciation for both nature and community, and I have carried that with me throughout life," he continued.

"I've always been keen to find a way to work full time at something I'm passionate about, and Rosella Street's focus on the community and the environment is the perfect combination for me."

Ms Williamson is equally passionate about climate change. Having worked in conservation on remote islands, she has seen its devastating effects first-hand.

She says protecting our environment is important, not only for our generation, but also our children and grandchildren too.

"The way we are heading now (future generations) won't see certain species or have amazing national parks to visit. And, living through extreme weather events will be the norm," she said.

"That's why we have to come up with innovative solutions to combat the very real issues we are all facing. We've made it part of our business model to give back to environmental initiatives."

"Earth Overshoot day is the day in the year when our resource consumption for the year exceeds Earth's capacity to regenerate those resources that year," Mr Fristschy added.

"This year it was on July 29 and that day will come earlier and earlier each year unless we change the way we consume. We need platforms like Rosella Street to help people make that change."

For more information on Rosella Street or to sign up and start trading, visit

Story in partnership with Rosella Street.