A Swedish startup eComID has secured $17 million in funding, giving it the boost it needs for international expansion.
Although shopping through AI searches has been gaining momentum, eComID said the AI usually starts with almost no context of the shopper—not their size, fit or personal taste. The Stockholm-based company’s “shopping passports” allows AI agents to provide consumers more personalized interactions. Powered by the company’s own AI shopping agent Vera, the passport aims to provide these autonomous agents with that missing personal context.
“AI without context still starts from zero,” said Oscar Rundqvist, co-founder and CEO of eComID. “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.”
Since its launch in 2024, it has worked with more than 60 brands, reaching 20 million shoppers every month. The company said shoppers have seen a 30 percent lower return rate while the brands that use the platform—such as COS and J.Lindeberg—have seen their conversion rates go up by as much as 10 percent.
In a statement, eComID said the multimillion-dollar seed round was led by London-based Systemiq Capital, with participation from Regeneration.VC, Course Corrected, Stadium and returning investor CapitalT.
With this new capital, eComID said this would help the company deepen its sizing and discovery abilities, accelerate rollout, and expand the team and the infrastructure to serve more global brands.
“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,” he added.
The seed funding adds to an already impressive roster of investors including Stadium, Sweden’s largest sports-fashion retailer, and H&M Group, which has been a strategic investor since 2023.
“eComID is solving a structural problem in digital commerce: AI cannot personalize without context,” said Gemma Bloemen, who leads Applied AI at Systemiq Capital. “We believe this is just the start and eComID will become the foundational infrastructure for intelligent commerce.”
