Active Online
Active Online is an Australian e-commerce distributor and technical consultancy selling CCTV, alarm, access control, intercom, and SIP telephony systems to trade professionals (electricians, data cablers) and serious DIYers across Australia, with pre-configuration and multi-vendor interoperability support.
- Company typePrivate
- Founded2000
- HeadquartersWorongary, Australia
- Headcount1–10
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Active Online does
Active Online Security is an Australian e-commerce distributor and technical consultancy specializing in physical security and IP-based communication systems, headquartered in Worongary, Queensland. The company sells and supports a broad portfolio spanning IP and HDCVI CCTV (VIP Vision, Watchguard, iVSEC, Provision-ISR), alarm systems (Watchguard 2020, WeR@Home, hardwired), access control (2N, Akuvox, VIP Vision), intercom systems for residential, apartment, elevator, and health/aged-care deployments, and SIP telephony and PA solutions from Grandstream, Fanvil, EnGenius, Aristel, and Algo. Supporting categories include LED lighting, vehicle security, networking/PoE infrastructure, Shelly home automation, and electrical components. Differentiation rests on pre-configuration of equipment before delivery, multi-vendor SIP interoperability (3CX, Asterisk, Avaya), and deep technical consultation across product selection, installation, and post-sale support.
The business model combines one-time product sales at retail and trade pricing with a member pricing subscription and a registered trade partner program targeting electricians and data cablers expanding into security installations. Distribution is entirely domestic through the company's own e-commerce storefront and reseller channel, with logistics supported by free shipping over AUD 600, Afterpay BNPL, and price matching. Active Online is veteran-owned and partners with the Australian Partners of Defence (APOD) community organization; it has operated continuously since 2000 with a small (1-10 employee) team and no external funding or ownership changes disclosed.
Active Online firmographics
Firmographics- Name
- Active Online
- Legal name
- Active Online Security
- Website
- https://activeonline.com.au
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Active Online is an Australian e-commerce distributor and technical consultancy selling CCTV, alarm, access control, intercom, and SIP telephony systems to trade professionals (electricians, data cablers) and serious DIYers across Australia, with pre-configuration and multi-vendor interoperability support.
- Ownership category
- akta.pro rank
Active Online industry classification
Industry- Product category
- Security and Surveillance Equipment Distribution
- NAICS
- Electronics and Appliance Retailers (4492)
- SIC
- Computer Communications Equipment (3576)
- akta.pro primary industry
- Consumer Electronics & Appliances Online Retailers (CRAFADAD)
Keywords
Where Active Online is headquartered
LocationHeadquarters
- HQ city
- Worongary
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Active Online business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Product Sales: One-time sale of security and tech gear including CCTV kits, alarm systems, intercoms, access control, SIP telephony, networking equipment, LED lighting, and vehicle security. Products are sold at retail and trade pricing levels.
- Membership Program: Member pricing program offering discounted rates on products. Customers can register for member or trade pricing accounts.
- Trade Partner Program: Electricians and data cablers can register for trade access to purchase at trade pricing, with support for product selection, installation guidance, and pre-configuration services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard retail pricing for general customers |
| Subscription | Monthly | Member pricing for registered members |
| One time/ perpetual license | Pay-as-you-go | Trade pricing for registered trade partners |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Active Online product offering
Product offeringCore offering
Active Online is an Australian e-commerce retailer and technical consultant supplying security and communication technology gear directly to trade professionals and DIY customers. The company distributes IP and HDCVI CCTV, alarm systems, access control, residential and apartment intercoms, SIP/VoIP telephony, networking/PoE equipment, LED lighting, vehicle security, and Shelly home automation products from brands such as VIP Vision, Watchguard, 2N, Akuvox, Fanvil, Grandstream, EnGenius, and Aristel. Active Online also provides pre-configuration services and trade partner support to help electricians and data cablers deliver security installations.
Product overview
Active Online is an Australian security and tech gear supplier offering a comprehensive portfolio of physical security and communication products for trade professionals and DIY installers. The core offerings span IP and HDCVI CCTV surveillance systems, alarm systems (Watchguard, WeR@Home), access control solutions (2N, Akuvox, VIP Vision), and intercom systems (apartment, residential, elevator, health/aged care) all connected via network infrastructure. The company specializes in SIP-based telephony and PA solutions featuring Grandstream, Fanvil, EnGenius, and Aristel brands for enterprise voice communications. Supporting product categories include LED lighting, vehicle security, networking/PoE equipment, and electrical components with Shelly home automation. Active Online differentiates through technical consultation, pre-configuration services, and trade partnership programs supporting electricians and data cablers expanding into security installations.
Differentiator
Problem solved
Functional benefit
Products and services
- IP CCTV Systems
Companies that use Active Online
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Active Online technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature4 records
Active Online partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- APOD (Australian Partners of Defence)minorActive Online is a proud partner of APOD, supporting the veteran community. APOD is an organization connecting veterans with business opportunities.
- AfterpayminorBNPL payment partner offering 4 easy payments for customers purchasing security and tech gear.
- FanvilcoreActive Online is a distributor of Fanvil IP phones, intercoms, PA systems, and 2-wire solutions. Fanvil products are highlighted for cable-free intercom and analog telephone upgrade solutions.
- GrandstreamcoreActive Online stocks Grandstream IP phones, DECT cordless phones, conference phones, and video phones. Extensive Grandstream product catalog with 64 telephony products.
- EnGeniuscoreActive Online distributes EnGenius SIP phones, DuraFon cordless phones, and long-range telephone systems for enterprise and industrial use.
- VIP VisioncoreActive Online supplies VIP Vision intercom systems, access control, and CCTV products. Featured brand for residential and commercial security solutions.
- AkuvoxcoreActive Online stocks Akuvox access control and intercom products, particularly for cloud-connected systems using SmartPlus App.
- 2NcoreActive Online distributes 2N access control and intercom products for residential and commercial applications.
- WatchguardcoreActive Online supplies Watchguard alarm systems including Watchguard 2020 Systems and Watchguard Force Wireless Systems.
Scale indicators1 record
Recent moves5 records
Expansion highlights4 records
Active Online competitors and assessment
Company assessmentBroad incumbents
- Jaycar Electronics: Long-standing Australian electronics retailer serving DIYers, trade and hobbyists. Overlaps with Active Online on CCTV, alarms, intercoms and networking but operates a much broader consumer electronics catalog and national store footprint.
- Bunnings Trade: Australia's dominant home improvement and trade retailer with a growing security, lighting and smart-home assortment. Competes indirectly via price, convenience and national reach rather than specialist depth.
Direct peers
- Lights4Less: Australian online specialist retailer of LED lighting and related electrical products. Directly comparable online, niche specialist model within Active Online's LED lighting and electrical components range.
- ADI Global Distribution: Honeywell-owned global distributor of security, AV and low-voltage products with a substantial Australia presence. Directly competes with Active Online across CCTV, access control, intercoms and intrusion products sold to installers and trade.
- PowerGuard: Australian distributor of security, surveillance and access-control products to installers and trade. Closely comparable trade-channel distribution model with overlapping SKU categories.
- Security Wholesalers Australia: Australian wholesale distributor of CCTV, alarm and intercom products. Competes with Active Online for trade and installer customers across overlapping surveillance and intrusion brands.
- SmartHome Australia: Australian specialist retailer focused on smart home, security and automation products. Overlaps with Active Online's Shelly automation, intercom and CCTV offerings targeting DIY and trade installers.
- Direct Alarm Supplies: Australian distributor specializing in alarm systems, CCTV and access control for installers. Competes head-to-head with Active Online on intrusion and surveillance products sold through trade channels.
- 4Cabling: Australian online specialist retailer of networking, cabling, server, and security products. Closely comparable e-commerce-led, installer-focused model with overlapping SKU coverage in networking and surveillance.
- NetXL: Australian online networking, cabling and security distributor serving trade and SMB. Comparable e-commerce-led distribution model with overlapping PoE, network and CCTV categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Active Online social profiles
Digital presenceActive Online financial estimates
Financial estimateRevenue estimate
Valuation estimate
Active Online leadership team
Management profileNumber of profiles
Active Online funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Active Online M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Active Online
What does Active Online do?
Active Online is an Australian e-commerce retailer and technical consultant supplying security and communication technology gear directly to trade professionals and DIY customers. The company distributes IP and HDCVI CCTV, alarm systems, access control, residential and apartment intercoms, SIP/VoIP telephony, networking/PoE equipment, LED lighting, vehicle security, and Shelly home automation products from brands such as VIP Vision, Watchguard, 2N, Akuvox, Fanvil, Grandstream, EnGenius, and Aristel. Active Online also provides pre-configuration services and trade partner support to help electricians and data cablers deliver security installations.
Is Active Online a public or private company?
Active Online is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Active Online founded?
Active Online was founded in 2000. It employs 1 to 10 people.
Where is Active Online based?
Active Online is headquartered in Worongary, Australia, in the Oceania region.
How does Active Online make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are membership Program and trade Partner Program.
Who are Active Online's main competitors?
Broad incumbents on record are Jaycar Electronics and Bunnings Trade. Direct peers are Lights4Less, ADI Global Distribution, PowerGuard, Security Wholesalers Australia, SmartHome Australia, Direct Alarm Supplies, 4Cabling and NetXL.
Does Active Online have an API?
No public API is recorded for Active Online.
What industry is Active Online in?
Active Online's product category is Security and Surveillance Equipment Distribution. Its primary akta.pro industry code is CRAFADAD, Consumer Electronics & Appliances Online Retailers. Its NAICS code is 4492 and its SIC code is 3576.