Observed Signal · Sep 3, 2026 · M&A - Completed · Source: EU-Startups (European Venture) · Impact: 1/5 · Sentiment: Positive
eComID acquires Nilum to push into recommerce
Stockholm-based eComID, a startup building a 'shopping passport' for AI-powered personalised commerce, has acquired Nilum, an AI-native second-hand shopping startup, to expand into recommerce. The acquisition follows eComID's €14.6 million Seed round led by Systemiq Capital. Nilum's founder Jonas Fagerlund will join eComID as Head of Recommerce. eComID's platform allows shoppers to carry their size, fit, taste, and preference data across a network of connected brands. The company works with over 60 brands and reaches 20 million shoppers monthly. The acquisition aims to apply eComID's personalisation technology to pre-owned items, addressing a fragmented second-hand market.
Minor M&A in e-commerce personalization; limited impact on AdTech industry.
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Key Takeaways & Evidence Grounding
- eComID acquired Nilum, a Stockholm-based AI-native second-hand shopping startup.
- eComID raised €14.6 million in a Seed round led by Systemiq Capital.
- Nilum's founder Jonas Fagerlund joins eComID as Head of Recommerce.
- eComID works with over 60 brands and reaches 20 million shoppers monthly.
- eComID is building a 'Shopping Passport' for cross-brand shopper data.
Connected Companies & Entities
4 Entities mapped“It counts H&M Group among its strategic backers...”
“King co-founder Sebastian Knutsson...”
“former Depop chief executive Maria Raga...”
“Truecaller co-founder Alan Mamedi...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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