eComID raises $17M from Systemiq Capital to build the shopping passport for AI commerce

eComID has raised $17 million in seed funding to push a simple but ambitious idea: a shopping passport that lets AI agents buy on a customer’s behalf with the customer’s own context. Systemiq Capital led the round, with support from H&M Group and Stadium. The startup had already closed a €2.75 million pre-seed round at the start of 2024, so this is not a flash-in-the-pan raise. It is a company that has been building for a while and now thinks the market is ready to listen.

The pitch comes out of a very old ecommerce problem. People still have to explain themselves again and again: sizing, fit, style, preferences, the whole clumsy ritual. Oscar Rundqvist, who spent years leading H&M’s digital customer experience globally, came to the conclusion that no single brand could solve that on its own. So he left H&M, founded eComID in 2023 with Otto Nordgren, Alexander Real, Alexander Gårdenberg, Jaime Ferrando and Patrick Rengifo, and set out to build a system that could carry customer context across brands.

The company’s product plugs into pre-purchase tools like sizing, search and product discovery. Shoppers enter their details once, store them in an eComID account, and then choose what they want to share with each participating brand. eComID says nothing moves without consent. The system is modular too, so a retailer can use one piece or several, and the data can be linked to improve recommendations. If sizing history helps search results, the platform tries to use that.

eComID says it now reaches 20 million shoppers each month across more than 60 fashion brands. It also says shoppers using its platform see a 30% lower return rate, while partner brands including COS, Axel Arigato and Peak Performance see a 10% lift in conversion. The company has done that without a dedicated sales or marketing team, and it currently has 17 employees. The new money is going into international expansion, better sizing and discovery modules, and hiring.

The round also brought back some familiar names. CapitalT and H&M Group Ventures participated again, joined by Regeneration.VC, Course Corrected and Stadium. Systemiq’s Gemma Bloemen framed the bet plainly: AI cannot personalise without context. That’s the real argument here, and it is bigger than fashion. If eComID works, the winner may not be the retailer or the AI lab, but the layer that follows the shopper everywhere.