Stockholm’s eComID Secures €14.6 Million for AI-Powered Personalized Shopping Passport

eComID, a startup based in Stockholm, has recently secured a Seed round of €14.58 million ($17 million) as it aims to create the “shopping passport for the future of commerce.” The funding was led by Systemiq Capital, with participation from Regeneration.VC, Course Corrected, Stadium, and CapitalT. Strategic investor H&M Group, which initially supported eComID in 2023, continues to be involved. In 2024, the company successfully closed a pre-Seed round of €2.75 million.

The Seed round also attracted founders and retail leaders such as Alan Mamedi from Truecaller, Sebastian Knutsson from King, Henrik Nordvall, former CEO of Matalan and H&M UK & Ireland, Maria Raga from Depop, and August Erséus from Legora, among others. Notable angel investors Madeleine Persson and Anaheta v. Berenberg-Consbruch also joined the funding.

Oscar Rundqvist, the CEO of eComID, emphasized the importance of context in AI for an optimal shopping experience. He stated, “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.”

Founded in 2023, eComID positions itself as the shopping passport for modern commerce, offering a shopper context layer to assist brands in understanding and personalizing each shopper’s experience from the first interaction. This includes AI-powered sizing, conversational search, and product discovery.

Despite advancements in AI-driven shopping experiences, eComID identified a gap in contextual understanding. The company’s “Shopping Passport” allows shoppers to carry relevant context across different brands, enabling personalized experiences from the outset. Vera, eComID’s AI shopping agent, leverages this context to provide sizing intelligence, conversational search, and personalized product recommendations on brands’ websites.

Since its launch in 2024, eComID has partnered with over 60 brands, reaching 20 million shoppers monthly without a dedicated sales or marketing team. The company reported a 30% decrease in return rates for shoppers using its platform and a 10% increase in conversion rates for brands.

eComID boasts ISO/IEC 27001:2022 certification, SOC 2 Type 2 compliance, and GDPR compliance. Collaborations with brands like COS, J.Lindeberg, and Axel Arigato have further solidified its position in the market.

Gemma Bloemen, head of Applied AI at Systemiq Capital, commended eComID for addressing a critical issue in digital commerce by integrating context into AI personalization. She believes that eComID’s solution aligns shopper experience with economic viability and reduced returns, positioning it as a foundational infrastructure for intelligent commerce.

With the latest funding, eComID plans to expand into new international markets, enhance its Shopping Passport offering, improve sizing and discovery capabilities, and scale its team and infrastructure to cater to more global brands.