eComID has raised a $17 million seed round led by Systemiq Capital, with participation from Regeneration.VC, Course Corrected, Stadium, and returning investor CapitalT.
The funding will support the company’s international expansion, product development, and team growth as it builds its AI-powered Shopping Passport and shopper-context infrastructure for online commerce.
eComID is addressing what it sees as a fundamental limitation in AI-powered online shopping: most e-commerce systems begin each customer interaction with relatively little context about the individual shopper.
Its Shopping Passport is designed to allow consumers to carry relevant information about their size, fit, taste, and preferences across participating brands.
Connected retailers can then use that information from a shopper’s first visit, instead of requiring each brand to build its own understanding.
The company’s AI shopping agent, Vera, uses this context to provide sizing intelligence, conversational search, and personalized product discovery directly on retailers’ websites.
eComID launched in 2024 and now works with more than 60 brands while reaching approximately 20 million shoppers per month.
The company said this growth was achieved without a dedicated sales or marketing team.
According to eComID, shoppers using its technology have a 30% lower return rate, while brands using the platform experience a 10% higher conversion rate.
Customers and partners include COS, J.Lindeberg, Axel Arigato, NN07, Peak Performance, Haglöfs, Asket, and Stadium.
The new funding will be used to enter additional international markets, accelerate deployment of the Shopping Passport, deepen sizing and product-discovery capabilities, and expand the team and infrastructure supporting global brands.
Systemiq Capital led the round. Stadium, one of eComID’s earliest customers and Sweden’s largest sports and sports-fashion retailer, also became an investor.
CapitalT, which led eComID’s 2024 pre-seed round, invested again. H&M Group, which initially backed eComID in 2023, remains a strategic investor.
The financing also includes participation from a group of founders and retail executives, including Truecaller co-founder Alan Mamedi, King co-founder Sebastian Knutsson, former Matalan CEO Henrik Nordvall, former Depop CEO Maria Raga, Legora founder August Erséus, Primark Chief Commercial Officer Filip Ekvall, Stadium co-founder Bo Eklöf, and others.
“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
