FAQS For Buyers

What is SFMblue?

SFMblue is Sydney Fish Market's Digital Trading Platform. It is an online marketplace connecting buyers, suppliers, fishers, and wholesalers of quality seafood across Australia and New Zealand.

Is SFMblue replacing the Daily Auction on site at Sydney Fish Market?

No. The digital trading platform will work in conjunction with the traditional Dutch auction at Sydney Fish Market.

However, the online seafood marketplace will allow extended trading hours connecting more sellers to more buyers across the country, and in doing so, provides access to an enormous variety, quality, and volume of species.

Who can join SFMblue?

Fishing and aquaculture businesses will have exposure to registered buyers, including wholesalers, wet shops, retailers, distributors, hospitality groups, and catering groups.

Does SFMblue integrate with any other Apps?

SFMblue is integrated with our existing SFM accounting and order processing systems as well as FishNet which NSW Co-Op's use to weigh in and process their product.

We plan to further expand SFMblue's reach and integration with other business tools in the future.

Are my details shared with 3rd parties?

All data and account information is managed in accordance with Australian Privacy and Data security Laws and SFM's Privacy Policy.

I've forgot my Password. Can I reset it?

Yes. Click "Forgot Password" on the SFMblue Login Screen and follow the steps.

My SFMblue screen was blank and a circle appeared to be loading. What can I do?

As a part of SFMblue's security measures and processes, the system will automatically log you out of any sessions you may have running if you have not logged out for 5 consecutive days.

To fix this, simply click on "Log Out" and then log back in to begin purchasing on SFMblue instantly.

Note, if you are on a mobile, you will need to swipe lightly from the Left side of the screen to the centre to drag the main menu across. Then click "Account" and "Log Out".

Can I search all products?

Yes, you are able to search every listing within the platform, from all sellers.

A tip, please pay attention to your Minimum Order Quantity, Delivery Address and States selected in the search function as these factors do influence what products are visible.

My search had no results. What do I do?

We encourage buyers to submit a "Market Request" for all product/s they require which are not listed on SFMblue.

My product is unique. What if it isn't a product registered on SFMblue's product database?

If you are searching for a unique product which isn't on our product database (e.g. Barramundi Sausages) then you can submit a market request or contact our Customer Service team (02) 9004 1188.

Can I view every product listing on SFMblue?

Yes. Click on the "All Listings" function in the menu to access a complete database of every live listing. This is able to be filtered and downloaded.

Can I search by catch date?

Searching via catch date is unavailable on SFMblue.

Product listings do feature the product catch date, and you can filter in All Listings, but searching catch dates is not a feature on SFMblue at this time.

Can I search a category?

Categories are available on SFMblue. Once logged-in, click "Categories" from the menu to access.

Note, only categories with live listings will be displayed in this view.

How do I access my Invoice?

Yes. Both the original invoice and new invoice will be available to access via the "Orders" screen.

On the right side of the order tile, there is a drop down bar where you can toggle between downloading the original invoice or revised invoice/s.

There was a discrepancy on the weight advertised and my final product. Do I receive a new invoice with the accurate information?

What does the Minimum Order Quantity mean?

The Minimum Order Quantity (MOQ) is a minimum purchase quantity which a buyer must purchase. The MOQ is set by the Seller of the listing.

Note - if the exact package sizes or setup you're seeking are not listed on SFMblue, we suggest submitting a "Market Request".

What if the product I'm looking for isn't on SFMblue?

If the product you’re seeking to purchase isn’t listed, you have the ability to raise a "Market Request".

Can I change the delivery address my product is being delivered to?

Yes, you have the ability to manually add a delivery address to your profile. Once this has been added (via the account management screen), select the new delivery address when checking out your product from your cart.

Note - you cannot change a delivery address for a product delivery once you have checked out. For any further assistance on this, please contact SFMblue immediately (02) 9004 1188.

Can I manually add a new delivery address to my profile?

You can add a manual address to your profile, however you can’t add in a new delivery address while checking out. All addresses must be added to your profile and approved by SFMblue customer service prior to purchasing. If it is urgent, please call us to fast-track this process (02) 9004 1188.

Can I receive a summary of my orders?

All orders are viewable in the "Orders" section of your account.

Can I "favourite" a species I buy frequently on SFMblue?

Yes. Species and products can be saved as "favourite products". Your Favourite Sellers are displayed on the Homepage.

You are also able to setup notifications for favourite products so you’re alerted as soon as they are listed on SFMblue.

Can I "favourite" a Seller I like to purchase from on SFMblue?

Yes. Sellers can be saved as "Favourite Sellers". Your Favourite Sellers are displayed on the Homepage.

To Favourite a Seller, click on "All Sellers" down the bottom of the main page, and select the "heart icon" to add a Seller to your favourites. You will now also receive notifications instantly when this Seller lists a product.

You are also able to setup notifications for favourite products so you’re alerted as soon as they are listed on SFMblue.

What is a Market Request?

A "Market Request" is an open callout to all SFMblue suppliers. As a Buyer, you have the ability to submit the product species, state, and quantity to be delivered directly to you (almost like a shopping list for products).

Suppliers will receive this request and have the ability to submit a price and supply date back to you. If you're happy with this, accept the bid. If the price is a little too high for your budget, you have the ability to negotiate directly with the supplier on the final price per kg/doz.

How do I submit a Market Request?

To create a market request, navigate to the “Market Request” icon. Input the species, size, quality and quantity of product you’re seeking and submit to the marketplace.

Following this, suppliers will submit offers to fulfil your request.

Note – Market requests are valid for 7 days, or until the maximum number of submissions have taken place

What if the Auction price was cheaper that day?

All prices on SFMblue are set and finalised upon acceptance by the buyer. Refunds, credit notes, or rainchecks are not given for a change of mind.

What if the total agreed quantity is not supplied or it is not to the agreed specifications?

SFM is not liable or responsible for any shortfall or discrepancies between the listed product and final delivery, however we will assist where possible on a case-by-case basis.

A product dispute can be submitted if a product is not to the advertised standards - this form can be found in the Help Centre.

Does the Supplier need to pay for the shortfall of product?

We encourage both sellers and buyers to interact in good faith. Sellers are not liable for any discrepancies within the range outlined in the Terms & Conditions or Sydney Fish Market Seafood Handling Guidelines.

We encourage Buyers and Sellers to submit a product dispute form formally to capture any discrepancies.

Can I negotiate prices that are listed?

Yes, if a product listing features the orange "negotiate price" icon, you can submit a counter offer on the listed price.

Essentials packages receive 10 negotiation credits per month. Pro packages have unlimited negotiations.

What do I do if I run out of Negotiation Credits?

You can upgrade your SFMblue subscription to a Pro package.

Access this via the "Your Plan" button within the "Account" section.

When do I use a Negotiation Credit?

A negotiation credit is used whenever you submit an offer or a counter-offer.

Can I purchase more Negotiation Credits?

No. If your account has insufficient Negotiation Credits, you must upgrade to the SFMblue Pro Subscription to continue negotiating on product listings.

How can I pick up my purchased product/s from SFMblue?

To receive your product, arrive on site at the specified SFMblue HUB and produce your SFMblue "Invoice" (This is available via the "Orders" screen once your product has been received by the SFMblue HUB and marked "Ready for Collection". Once your purchase has been authorized (upon the sighting of your invoice), an SFMblue staff member will supply you with your product.

Important to note, you can only pick-up a product once it has been marked "Ready for Collection". You will receive this notification as soon as the product has been scanned and have 24 hours to collect. If you are sending a 3rd party logistics provider to pick up your product, please provide them with a copy of your invoice for pick-up.

Where do I pick up my purchased product/s from?

All SFMblue products are available for pickup from your local SFMblue HUB in Sydney, Brisbane, Adelaide and Melbourne. If you have purchased from an interstate supplier, they will deliver the product to Sydney and we will on-forward that to your local HUB. Please allow for this transit time when making your purchases.

For a complete list of our HUB's and their locations please click here or contact our SFMblue Customer Service team (02) 9004 1188.

When do I pay for a product?

Payment is processed and products are purchased, the moment that you complete the purchase on SFMblue.

Can I back out of a deal on SFMblue?

All payments are processed and final at the time you add product to your cart and checkout.

How will I know my product/s are ready?

You are notified when a product is purchased, sent to SFMblue Hub, Scanned in, and scanned out of an SFMblue HUB. You can also customize how many notifications you receive for each purchase and via which channel (SMS, Email, In-App Notification and WhatsApp).

What notifications are sent to me?

You can find a complete list of Notifications in the “notifications” tab once logged in.

SFM strongly suggests that all Buyers take the time to setup and select every species and product type you purchase. You will receive notifications for any of your "Favourite Sellers" or "Favourite Products" are listed on SFMblue.

Can I change my preferences for receiving notifications?

Yes. All notifications are able to be adjusted via the "Notification Settings" section in the menu. Each account can either setup Global Settings (you receive all notifications via one or more formats e.g. all notifications are delivered to you via email and SMS) or you can completely customise these to suit your own personal preferences.

Can I delegate notifications to other staff or users?

Yes. If those users are setup as "assistants" or "fishermen" on your account, they can also be given access to your notifications if you wish.

What if I'm unhappy with my product when I arrive at a SFMblue HUB to pick up?

If product quality is poor or isn't as advertised, SFM staff will help you submit a Product Dispute form (available in the Help Centre).

All product disputes must be raised, with a completed SFM Product Dispute Form submitted immediately. Forms can be submitted to info@SFMblue.com.au.

What if a 3rd party picked up your product?

Download a SFM Product Dispute Form and submit it to SFMblue Customer Service immediately. The Customer Service and Quality Assurance teams will be in touch with the next steps.

What if I receive the incorrect product type?

If product quality is poor or isn't as advertised, SFM staff will help you submit a Product Dispute form (available within the "Resources" section of the SFMblue website).All product disputes must be raised, with a completed SFM Product Dispute Form immediately. Forms can be submitted to info@SFMblue.com.au.

What if the quantity is incorrect?

If the weight or quantity are incorrect, SFM staff will help you submit a Product Dispute form (available within the "Resources" section of the SFMblue website).All product disputes must be raised, with a completed SFM Product Dispute Form immediately. Forms can be submitted to info@SFMblue.com.au.

What if the product I requested is no longer available from the Supplier?

In the unlikely event that a supplier can no longer supply product, SFMblue will take steps to help accommodate your initial request. Your initial deposit will be credited back.

I want to change my subscription. Can I do that?

Yes. You can upgrade and downgrade your subscription as you'd like. To access this section, once signed in click on "Account" and then "My Plan".

Note, the new plan will not come into effect until the subscription renewal date if downgrading.

Can I amend my Business Account Details?

Details such as Name, Business Name, Address, Email, Phone are all accessible via the “Account” section once signed in.

For credit card changes, please contact SFMblue customer service on (02) 9004 1188 or info@sfmblue.com.au

We've moved our Business Address. Can I amend this?

Yes. You can amend a business location and add additional locations via the “Account” section once signed in.

We have multiple stores and locations for deliveries. Can we list them all on our Account?

Yes. You can add additional locations via the “Account” section once signed in.

Note - be sure to select the correct location when purchasing product before checking out your cart.

How can I add Credit to my SFMblue account?

There 3 ways to add credit to your account:

1. Add credit via a credit card. This payment process is instant and reflects on your account.

2. Add credit via a Bank Transfer. This payment process can take up to 3 business days.

3. Add credit via SFM's on-site credit facilities. The team can process your credit and you will be able to purchase on SFMblue within 24 hours.

To submit a credit card payment or Bank Transfer, click on your credit balance on the Main screen, then click the "Add Credit" button.

Can I share my account details with staff?

No. We suggest you setup assistant log-in accounts for any staff. Giving your details to others is a security risk.

Who can access my information?

SFM Customer service and SFMblue staff can access account information. All information is stored and managed in compliance with Australian Privacy and Data security Laws and SFM's Privacy Policy.

Got more questions?

Browse Help Topics

GENERAL FAQs

SEARCH Product

Orders

Favourites

market request

Negotiations

PURCHASING PRODUCT ON SFMblue

Notifications

product quality and disputes

account changes

Acknowledgement of Country