eComID has raised $17 million in seed funding to expand its Shopping Passport platform globally and build what it describes as a shopper context layer for the next generation of online commerce. Systemiq Capital led the round, with participation from Regeneration.VC, Course Corrected, Stadium and returning investor CapitalT.
The financing will support international expansion, product development and team growth as eComID builds infrastructure designed to help online retailers understand shoppers from their first visit.
The company argues that even increasingly sophisticated AI-powered shopping experiences often lack basic context about individual customers, including their size, fit preferences, taste and shopping behavior.
eComID is attempting to solve that problem through its Shopping Passport.
The product allows shoppers to carry relevant information across participating brands so that each retailer can personalize the experience without starting from zero.
eComID’s AI shopping agent, Vera, uses that context to provide sizing recommendations, conversational product search and personalized discovery directly on participating brands’ websites.
The company’s broader thesis is that better shopper context can simultaneously improve customer experience, increase conversion and reduce unnecessary product returns.
eComID launched in 2024 and now works with more than 60 brands.
The platform reaches approximately 20 million shoppers per month.
The company said that growth has been achieved without a dedicated sales or marketing team.
Shoppers using eComID generate a 30% lower return rate, while brands using the platform see conversion rates that are approximately 10% higher.
Customers and partners include COS, J.Lindeberg, Axel Arigato, NN07, Peak Performance, Haglöfs, Asket and Stadium.
Stadium, one of eComID’s earliest customers and Sweden’s largest sports and sports-fashion retailer, also participated in the financing as an investor.
H&M Group, which initially invested in eComID in 2023, remains a strategic investor.
CapitalT, which led the company’s 2024 pre-seed financing, also participated again.
The new funding will be used to expand eComID into additional international markets, accelerate deployment of the Shopping Passport and deepen the company’s sizing and product-discovery capabilities.
eComID also plans to expand the infrastructure and team required to support more global retailers.
The round included a number of founders and retail executives as investors.
Participants included Truecaller co-founder Alan Mamedi; King co-founder Sebastian Knutsson; former Matalan CEO and H&M UK & Ireland Managing Director Henrik Nordvall; former Depop CEO Maria Raga; Legora founder August Erséus; Lundhags Managing Director Alexandra Sack; former Klarna Creator Platform Head of Merchant Growth and APPRL co-founder Gustav Gisseldahl; Primark Chief Commercial Officer Filip Ekvall; Stadium co-founder Bo Eklöf; and Brickanta co-founder Lucas Otterling.
Existing angel investors Madeleine Persson and Anaheta v. Berenberg-Consbruch also participated.
eComID is headquartered in Stockholm and is positioning the Shopping Passport as potentially foundational infrastructure for personalized digital commerce.
The company is ISO/IEC 27001:2022 certified, SOC 2 Type 2 compliant and GDPR compliant.
KEY QUOTES:
“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.”
Oscar Rundqvist, Co-Founder And CEO Of eComID
“eComID is solving a structural problem in digital commerce: AI cannot personalize 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.”
Gemma Bloemen, Applied AI Lead At Systemiq Capital
“Ever since we invested in eComID at pre-seed, we’ve been true believers in both the vision and the team. At CapitalT, we back exceptional teams using technology to solve real-world problems and build a better, more sustainable future. eComID embodies that mission. They’ve shown that sustainability and profitability can go hand in hand and have the ambition and potential to fundamentally change global commerce for the better.”
Janneke Niessen, Founding Partner At CapitalT
