Dark Web Nightmare: How DigiDirect Exposed My Personal Data

In today’s world, data security is paramount. We all trust that when we hand over our personal details to companies, they’ll be safeguarded. Unfortunately, this trust was shattered for me and over 300,000 other customers of the Australian electronics retailer, DigiDirect. As someone affected by this breach, I want to call out the individuals responsible for overseeing this catastrophic failure—DigiDirect founder and managing director, Shant Kradjian, and group general manager, Sina Clayton.

The Breach That Should Never Have Happened

According to reports, a hacker going by the alias “Tanaka” posted the sensitive personal details of over 304,000 DigiDirect customers on a notorious cybercrime forum. The compromised data includes full names, email addresses, phone numbers, billing and shipping addresses, and even company details. To add insult to injury, the hacker thanked another individual—going by “Chucky”—for their alleged involvement in this massive breach.

So, where were Shant Kradjian and Sina Clayton during all this? As the founder and managing director, and group general manager, respectively, these are the people who should have been ensuring that the company’s data security measures were airtight. Instead, it seems their oversight was lacking, as DigiDirect’s customers are now facing the consequences of what appears to have been preventable.

Who Pays the Price? We Do.

The sheer scale of this breach is overwhelming. More than 304,000 of us now face the very real possibility of identity theft, fraud, or worse. Having my full name, contact details, and address exposed on the dark web is terrifying. This breach could result in anything from unauthorized purchases to phishing attempts or even full-blown identity theft. The fact that our personal information is now at the mercy of criminals online is an inexcusable failure of leadership and security.

And what have we heard from DigiDirect? Deafening silence. No immediate response to inquiries, no public statements reassuring customers, and no transparency about how they plan to address the breach. This lack of communication only amplifies the frustration and fear we are all feeling.

A History of Mismanagement

This is not DigiDirect’s first brush with controversy. In 2021, the company was fined AU$39,240 by the Australian Competition and Consumer Commission for misleading consumers about a “storewide” sale that wasn’t actually storewide. It seems there’s a troubling pattern of mismanagement within the company, from misleading advertising to failing to secure sensitive customer information.

If Shant Kradjian and Sina Clayton had taken data protection as seriously as they should have, we wouldn’t be in this position. Instead, we’re left wondering what kind of protection, if any, they had in place, and why a hacker could so easily access this treasure trove of personal data.

What’s Next for Us, the Customers?

With no word yet from DigiDirect or government agencies, the onus falls on us to protect ourselves. Here are a few steps to consider if, like me, your data has been compromised:

1. Monitor your accounts: Keep a close eye on your bank accounts, email, and any accounts linked to your personal details. Watch for any unusual activity.
2. Change your passwords: If you used the same email or password on other sites, update them immediately. Use strong, unique passwords for each site.
3. Enable two-factor authentication (2FA): If available, add an extra layer of security to your online accounts by enabling 2FA, which requires both a password and a secondary authentication method (like a code sent to your phone).
4. Consider a credit freeze: If you suspect your identity has been stolen, a credit freeze can prevent anyone from opening new accounts in your name.

The Accountability We Deserve

While I’m doing everything I can to safeguard myself, I shouldn’t have to. It should have been DigiDirect’s responsibility to protect their customers, and they failed us. As customers, we deserve better than to have our personal information hanging in the balance because of a security failure caused by what appears to be negligence at the highest levels.

Shant Kradjian and Sina Clayton must step up, take accountability, and provide real solutions. They owe their customers a full explanation, not just for how this breach happened, but for what steps they’re taking to ensure it never happens again. Anything less is unacceptable.

This breach is a wake-up call for all of us. It’s time for companies like DigiDirect to take data security seriously and for leaders like Kradjian and Clayton to be held accountable when they fail.

For now, I’m left with the fallout—constantly watching my accounts, changing passwords, and hoping my identity isn’t stolen. All because the company I trusted failed me.