Samuel Wennberg

Full Report

Key Points

• Samuel Wennberg operates X-Commerce, a course business promoting e-commerce success, generating millions in revenue but facing significant backlash.
• Numerous customer complaints, including hundreds of reports to the Swedish Consumer Agency, cite undelivered goods and poor service from businesses linked to Samuel Wennberg.
• Several e-commerce ventures associated with Samuel Wennberg, such as We Are Ecom, Zoofabriken, and Kockensredskap, have faced bankruptcies or financial distress.
• Allegations of aggressive marketing, unfulfilled promises, and a culture of silence surround Samuel Wennberg’s operations.
• Despite personal financial success, Samuel Wennberg’s business model has led to financial ruin for some course participants and customers.

Overview

Samuel Wennberg is a 26-year-old Swedish entrepreneur who gained prominence after selling his padel-focused e-commerce company, Tengo, for millions. He now runs X-Commerce, a business selling online courses priced between 6,000 and 16,000 SEK, targeting young individuals aspiring to build rapidly growing e-commerce businesses. On social media platforms like TikTok and Instagram, where he has tens of thousands of followers, Samuel Wennberg promotes a lavish lifestyle—featuring fast cars, luxury dinners, and high-end watches—claiming his “genialiska modell” (ingenious model) can deliver similar success. His company, WLE AB, reported a 2024 turnover of 7 million SEK with a 4 million SEK profit. Samuel Wennberg also mentors aspiring entrepreneurs, often taking option arrangements in their startups, though he deliberately avoids board positions to maintain a low profile.

Allegations and Concerns

• Undelivered Goods and Customer Complaints: Hundreds of complaints have been filed with the Swedish Consumer Agency against companies linked to Samuel Wennberg, including We Are Ecom (Kids One Store), Zoofabriken, Kockensredskap, and Hundsortimentet, primarily for non-delivery of products and issues with refunds.
• Aggressive Marketing Practices: Samuel Wennberg’s X-Commerce courses are marketed with promises of extraordinary financial success, such as generating “100,000 SEK per day,” which critics argue are misleading and unverifiable.
• Culture of Silence: Sources report a “tystnadskultur” (culture of silence) within Samuel Wennberg’s operations, discouraging transparency about business failures or customer issues.
• Threats and Intimidation: Breakit’s investigation suggests that some individuals associated with Samuel Wennberg’s ventures have faced threats, though specifics are not detailed.
• Unfulfilled Mentorship Promises: Course participants, like Richie Hunjan, report that Samuel Wennberg’s mentorship often fails to deliver promised support, leading to financial distress for new entrepreneurs.

Customer Feedback

• Negative Feedback:
  • A Trustpilot review for Zoofabriken states, “The 2/4 2025 I made my order and paid immediately. The biggest mistake I’ve made. No goods have arrived. Today 5/6 I emailed them again for the 4th time, no response. DO NOT SHOP HERE!!!!!!!!”
  • Another customer on Trustpilot about Hundsortimentet: “Ordered a dog overall on 26/2, have had nothing but problems with Hundsortimentet since.”
  • Richie Hunjan, a course participant, said, “We are destroyed by this,” referring to the financial ruin following his involvement with Samuel Wennberg’s mentorship and X-Commerce model.
• Positive Feedback:
  • Samuel Wennberg highlights success stories like Travelandbags and Kockensval, which reportedly received positive Trustpilot reviews, though specific quotes are unavailable and their authenticity is questioned.
  • On social media, Samuel Wennberg showcases a student named Carl, claiming his company was valued at 8 million SEK within four months, though no independent verification supports this.

Risk Considerations

• Financial Risks: The business model promoted by Samuel Wennberg encourages starting e-commerce ventures with minimal capital, often as sole proprietorships, exposing entrepreneurs to personal liability for business debts. This has led to bankruptcies and debts, such as Naturexperten’s 1 million SEK debt, with hundreds of thousands owed to customers.
• Reputational Risks: Samuel Wennberg’s association with failed businesses and customer complaints damages his credibility and that of his courses. The high volume of negative reviews on platforms like Trustpilot and complaints to the Swedish Consumer Agency could deter future customers.
• Legal Risks: While no lawsuits are explicitly mentioned, the volume of consumer complaints and personal liability agreements (e.g., with Svea Bank) could lead to legal action from affected customers or suppliers.
• Operational Risks: The reliance on aggressive marketing and minimal startup capital increases the likelihood of operational failures, as seen in the liquidity issues faced by course participants’ businesses.

Business Relations and Associations

• DB Schenker: The logistics company has a close relationship with Samuel Wennberg, providing transport services to companies like Zoofabriken and Kockensredskap, run by his former students. A representative, Niclas Hagman, appeared in promotional videos and at an X-Commerce event in Gothenburg in 2024, highlighting a long-term partnership with discounted freight rates. However, DB Schenker representatives refused to comment when questioned by Breakit.
• Patrik Wennberg: Samuel Wennberg’s father was involved in We Are Ecom until its bankruptcy, continuing operations after Samuel stepped back.
• Mimmi Jigsved: Samuel Wennberg’s girlfriend and early employee at Tengo, she played a significant role in its growth but is not mentioned in current ventures.
• Course Participants: Entrepreneurs like Richie Hunjan and the founders of Naturexperten, Zoofabriken, and Kockensredskap are former students who started businesses under Samuel Wennberg’s guidance, often with his mentorship or option arrangements.

Legal and Financial Concerns

• We Are Ecom Bankruptcy: Samuel Wennberg’s e-commerce venture, We Are Ecom, operating Kids One Store, went bankrupt in 2025 after generating 25 million SEK in revenue in 2023 but incurring losses. Samuel Wennberg attributed the failure to a warehouse theft and a failed sale, though customer complaints about non-delivery predated these events.
• Naturexperten Bankruptcy: This company, mentored by Samuel Wennberg, went bankrupt in March 2025 with over 1 million SEK in debts, including customer liabilities tied to Svea Bank agreements.
• Consumer Agency Complaints: Since early 2024, nearly 200 complaints have been filed against four companies linked to Samuel Wennberg (We Are Ecom, Zoofabriken, Kockensredskap, Hundsortimentet) for non-delivery and refund issues.
• Personal Liability: Course participants operating as sole proprietorships, as encouraged by Samuel Wennberg’s model, face personal financial liability, exacerbating the impact of business failures.
• No Formal Lawsuits: No specific lawsuits are documented in the sources, but the volume of complaints suggests potential for future legal action.

Risk Assessment Table

Samuel Wennberg has demonstrated entrepreneurial success, notably with Tengo’s sale, and his X-Commerce courses generate significant revenue. However, his business model raises serious concerns. The promise of rapid e-commerce success through minimal capital and aggressive marketing appears unsustainable, as evidenced by the bankruptcies of We Are Ecom and Naturexperten, alongside hundreds of consumer complaints. The encouragement of sole proprietorships exposes participants to severe financial risks, as seen in Richie Hunjan’s experience. Samuel Wennberg’s reluctance to disclose business affiliations and his avoidance of board positions suggest an intent to distance himself from accountability, which undermines trust.