COS, J.Lindeberg, Axel Arigato, NN07, Peak Performance, Haglöfs, Asket and Stadium all run the same piece of infrastructure between their sites and their customers. eComID, founded in Stockholm and launched in 2024, works with more than 60 brands and reaches 20 million shoppers a month. It has reached that point without a dedicated sales or marketing team.
The product sits underneath the brand’s own site rather than replacing it. Shoppers carry their size, fit and preference data across connected brands, so a store recognises them on the first visit instead of the third. On top of that layer runs Vera, the company’s shopping agent, which handles sizing, conversational search and product recommendations.
– AI without context still starts from zero, says Oscar Rundqvist, co-founder and chief executive 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.
The commercial argument is returns. Shoppers using the service return 30 per cent less and brands see 10 per cent higher conversion, according to figures supplied by eComID. The company has not published the underlying dataset or the comparison method. For fashion retailers running return rates above 40 per cent on some categories, that is the number the pitch turns on.
Rundqvist said the round lets the company enter new markets and build what he called the infrastructure the next era of commerce will run on.
The round is led by Systemiq Capital, whose founding limited partners include Paul Polman, former chief executive of Unilever and co-chair of The Fashion Pact. Regeneration.VC and Course Corrected also participated. Stadium, one of eComID’s earliest customers, joins as an investor, as does CapitalT, which led the 2024 pre-seed round. H&M Group, which first invested in 2023, remains a strategic investor. Angel investors in the round include Alan Mamedi of Truecaller, Sebastian Knutsson of King, Maria Raga, former chief executive of Depop, and Filip Ekvall, chief commercial officer at Primark.