Today, he is at the helm of a dating website that has attracted 40,000 members in just 18 months, and works from his Pelican Waters home.
What happened in between is a rollercoaster ride of pitfalls, traps, wasted money and eventual triumph indicative of a novice's foray online - but it's a journey that has inspired him to launch a similar site in the United States.
Dating loomed large on Mr Fuller's radar after he sold his Carpet Talk stores in Sydney and began looking for an online business.
He found that dating was one of the most searched internet terms in the world.
“I since found out it's one of the hardest, most competitive industries because there are a lot of people doing it,” he said.
“It was tough and I wasn't sure if I'd done the right thing, but I had no choice but to keep persisting.
“I had the money and the idea, but the problem was finding the right people to give me the right guidance.
“I went through six or seven different IT developing companies and I spent $60,000 I didn't need to.
“But, after searching all over Australia, I found a lady on the Coast who is now working with me in partnership and it's finally all come good.”
Mr Fuller's dating site does not charge anything for membership, but makes its money by linking to other dating sites that do.
He is then paid for each of those clicks and he gains a commission if that clicker signs up as a member.
The site, which will be replicated in the US in the next few months, regularly returns number one and two positions in Google searches for “free dating”.
When asked for the secret to his success, why he has been able to crack the tough online market, Mr Fuller said it was all about search engine optimisation.
“I learnt about increasing my presence in search engines through trial and error,” he said.
“Site structure is the most important thing.
“I had to get my site rebuilt to make it search engine friendly, so that behind the scenes you have the right text, the right code and a certain amount of key word density, but not over the top.
“Then you get out there and promote it, feed it content on a daily basis and promote that content to article directories.
“They distribute them to journalists and blog owners who link back to my site.
“Google will see those links coming in, think I must be an authority on dating and give me credit and it just snowballs.”
Mr Fuller said online and offline businesses were about the same.
“There might be 10 carpet shops all trying to get the deal and you've got thousands of dating websites trying to get to the front page.
“It just takes time, effort, research and perseverance.”
