On its website, Saga Stockholm markets itself as a dream come true by a mother and daughter, complete with images of a physical store in central Stockholm. However, all the images on the website are clearly created using AI.
The store at the specified address also belongs to a completely different company, which has in turn reported the e-commerce retailer. In recent weeks, reports against the company have poured in to the authorities, now totaling 110.
The newspaper Mitti.se has spoken with one of the affected customers, Melissa Holmberg, who ordered a dress but never received the delivery. Another customer allegedly paid 1,000 kronor for a pair of shoes that were delivered in a plastic bag, in the wrong size and with a quality that did not match the product images. And after incomprehensible responses from customer service, contact with the company was broken.
“I feel so stupid,” says the customer.
She further explains that she may have been a little quick to order. But because the online store provided an address, she thought it was a "unknown shop" on Drottninggatan.
Reviews for Payment
On the review site Trustpilot, the e-commerce retailer has collected a large number of ratings, of which 46 percent are five-star and 44 percent are one-star. But the even distribution between top and bottom ratings has an explanation.
The company is sending out emails to customers offering a 50 percent discount on their purchase in exchange for a five-star review.
Among the negative comments, buyers testify that they are urged to pay return fees of 345 kronor, and that the clothes are shipped from warehouses in China and likened to products from low-price actors such as Temu.
The Companies Behind the Scenes
Currently, the terms of use on sdian reveal which companies are behind the e-commerce business. At the bottom of the page, it states in fine print that the website is jointly operated by two companies:
CosmoEdge Cross-Border Commerce Limited, a company allegedly registered in Hong Kong. This privately owned Asian e-commerce company operates numerous similar web stores, including the site Muserelle LTD.
The other company is said to be Danish Saga ApS.