eComID Raises $17M Seed to Build an AI Shopping Passport

Stockholm-based e-commerce technology startup eComID has raised $17 million in seed funding led by Systemiq Capital to build a cross-brand shopping passport designed for AI-powered commerce.

The round also saw participation from H&M Group, Stadium, CapitalT, Regeneration.VC and Course Corrected. H&M Group Ventures and CapitalT had previously backed the company in its €2.75 million pre-seed round in 2024.

Founded in 2023 by Oscar Rundqvist, Otto Nordgren, Alexander Real, Alexander Gårdenberg, Jaime Ferrando and Patrick Rengifo, eComID is building a platform that allows shoppers to carry their sizing, fit and style preferences across participating brands.

The Stockholm-based startup was founded after Rundqvist, who previously led digital customer experience at H&M, identified a limitation in online personalisation: individual retailers do not have enough context to provide truly personalised shopping experiences across different brands.

eComID's shopping passport connects with pre-purchase tools such as sizing, search and product discovery. Shoppers can choose which personalisation data they want to share with participating brands, while the company says data is not shared without consent.

The platform can support modules including AI-powered sizing, conversational search and product discovery. When multiple modules are used, information such as sizing history can be combined to improve recommendations.

eComID currently works with more than 60 fashion brands and claims to reach around 20 million shoppers each month.

The company says shoppers using its platform have a 30% lower return rate, while partner brands including COS, Axel Arigato and Peak Performance have seen conversion rates increase by 10%.

eComID competes with personalisation and shopping technology companies such as True Fit, Bloomreach and Nosto, as well as Shopify's AI storefront tools.

Unlike solutions focused primarily on a single retailer's data, eComID is building a cross-brand identity layer that becomes more valuable as additional retailers and shoppers join the network.

The company currently has 17 employees and plans to use the new funding for international expansion, improvements to its sizing and discovery products and further hiring.

The funding comes as AI shopping assistants emerge as a growing category, with companies including Amazon and OpenAI developing tools that allow consumers to discover and purchase products through AI-powered interfaces.

eComID's broader ambition is to create a persistent shopping identity that gives AI agents the context needed to make personalised recommendations and potentially shop on behalf of consumers across multiple brands.