eComID Raises $17M to Build the Shopping Passport for the Future of Commerce

eComID, the shopping passport for the internet, led by Oscar Rundqvist, Otto Nordgren, Patrick Samuel Rengifo, Erika Markör, and Jaime Ferrando Huertas, has raised a $17 million seed round led by Systemiq Capital, with participation from Regeneration.VC, Course Corrected, Stadium, and returning investor CapitalT.

Shopper Context for eCommerce.

AI is transforming how consumers discover and purchase products, but most online shopping experiences still begin with limited context. Stores may know what is being purchased, but often lack insight into a shopper’s size, fit, taste, and preferences. eComID is building this missing layer.

Its Shopping Passport allows shoppers to carry relevant context across connected brands, enabling each store to understand them from the first interaction. Vera, eComID’s AI shopping agent, uses this context to deliver sizing intelligence, conversational search, and personalized product discovery directly on brand websites.

The result: better decisions, improved fit, fewer returns, and more purchases that customers actually want to keep.

Customer and Shopper Traction.

Launched in 2024, eComID now works with more than 60 brands and reaches 20 million shoppers each month, with growth achieved without a dedicated sales or marketing team.

Shoppers using eComID see a 30% lower return rate, while partner brands report a 10% increase in conversion rates. Customers include COS, J.Lindeberg, Axel Arigato, NN07, Peak Performance, Haglöfs, Asket, and Stadium. eComID was also named one of Fast Company’s Most Innovative Companies of 2025.

eComID co-founder and CEO Oscar Rundqvist said the company is building a context layer connecting shoppers, brands, and AI to create more personalized shopping experiences.

The new funding will support international expansion, faster product development, and the infrastructure needed for the next generation of commerce.

Scaling the Shopping Passport Globally.

The new funding will support expansion into international markets, accelerate the rollout of the Shopping Passport, strengthen eComID’s sizing and product discovery capabilities, and expand the team and infrastructure needed to serve a growing base of global brands.

Backed by Retail and Investor Leaders.

The round is led by London-based Systemiq Capital, a transatlantic investment fund focused on founders reshaping the physical economy. Regeneration.VC and Course Corrected also participated, bringing expertise in consumer climate technology and early-stage investing.

Stadium, Sweden’s largest sports and sports-fashion retailer and one of eComID’s earliest customers, is joining the investor base. CapitalT, which led the company’s 2024 pre-seed round, is investing again, while H&M Group remains a strategic investor after first backing eComID in 2023.

Systemiq Capital’s Applied AI lead Gemma Bloemen said eComID is addressing a structural problem in digital commerce by providing the context required for meaningful AI personalization. She highlighted the company’s traction, execution, and potential to become foundational infrastructure for intelligent commerce.

The round also includes founders and retail executives such as Alan Mamedi, Sebastian Knutsson, Henrik Nordvall, Maria Raga, August Erséus, Alexandra Sack, Gustav Gisseldahl, Filip Ekvall, Bo Eklöf, and Lucas Otterling. Existing angel investors Madeleine Persson and Anaheta v. Berenberg-Consbruch also participated.

The new funding moves eComID closer to establishing the Shopping Passport as a global standard for personalized commerce, with the goal of making online shopping more contextual and less dependent on guesswork.

CapitalT Founding Partner Janneke Niessen said eComID combines technology, sustainability, and commercial value, with the potential to fundamentally reshape global commerce.

𝐑𝐞𝐦𝐨𝐭𝐞 𝐇𝐢𝐫𝐞 𝐖𝐢𝐭𝐡 𝐔𝐬: 𝐌𝐞𝐧𝐥𝐨 𝐓𝐚𝐥𝐞𝐧𝐭 helps technology companies hire exceptional remote talent from India. Build your team with carefully curated engineers, product leaders, designers, GTM professionals, and more. Learn More At: https://www.menlotimes.com/menlo-talent