eComID, a Stockholm-based startup that claims to be building the “shopping passport for the future of commerce”, today announced a €14.58 million ($17 million) Seed round.
The round was led by Systemiq Capital, with participation from Regeneration.VC, Course Corrected, Stadium and returning investor CapitalT. H&M Group, which first backed eComID in 2023, remains a strategic investor. In 2024, the company announced the closure of an oversubscribed €2.75 million pre-Seed round.
The round also brought together founders and retail leaders, including Alan Mamedi, co-founder of Truecaller; Sebastian Knutsson, co-founder of King; Henrik Nordvall, former CEO of Matalan and former Managing Director of H&M UK & Ireland; Maria Raga, former CEO of Depop; August Erséus, founder of Legora, among others. Existing angel investors Madeleine Persson and Anaheta v. Berenberg-Consbruch also participated.
Oscar Rundqvist, co-founder and CEO of eComID, said, “AI without context still starts from zero. The best shopping experience should feel like walking into a store that already knows how to help. We’re building the missing layer between shoppers, brands and AI to make that possible.
“We’ve reached this point through the strength of the product and the trust of our partners. This round lets us move faster, enter new markets and build the infrastructure we believe the next era of commerce will run on.”
Founded in 2023, eComID calls itself the shopping passport for modern commerce. It notes that its shopper context layer helps brands understand and personalise every shopper from the first visit, combining AI-powered sizing, conversational search and product discovery.
The company states that although AI is changing how people discover and buy products, even the most advanced shopping experiences still start with almost no context. “A store may know what is in the basket, but not the person behind it: their size, fit, taste or preference,” mentioned eComID.
The Swedish startup claims to be building the missing layer. Its “Shopping Passport” lets shoppers carry relevant context across connected brands, helping each store understand them from the first visit. Vera, eComID’s AI shopping agent, combines that context to power sizing intelligence, smart conversational search and personalised product discovery directly on brands’ own sites.
Since its launch in 2024, eComID reports that it now works with more than 60 brands and reaches 20 million shoppers each month. It says growth so far has come without a dedicated sales or marketing team.
According to the company, shoppers using eComID have witnessed a 30% lower return rate, while brands using the platform see a 10% higher conversion rate.
eComID is ISO/IEC 27001:2022 certified, SOC 2 Type 2 compliant and GDPR compliant. Its notable partners include COS, J.Lindeberg, Axel Arigato, NN07, Peak Performance, Haglöfs, Asket and Stadium.
“eComID is solving a structural problem in digital commerce: AI cannot personalise without context. This phenomenal team deeply understands the needs of the brands and has built a product that aligns a better shopper experience with stronger economics and fewer unnecessary returns. Its traction and speed of execution are world class. We believe this is just the start and eComID will become the foundational infrastructure for intelligent commerce,” said Gemma Bloemen, who leads Applied AI at Systemiq Capital.
The company plans to use this capital to support expansion into new international markets, accelerate the Shopping Passport rollout, deepen eComID’s sizing and discovery capabilities, and build the team and infrastructure needed to serve more global brands.
Source: EU-Startups
