Observed Signal · Aug 25, 2026 · Funding · Source: EU-Startups · Impact: 2/5 · Sentiment: Positive
Stockholm's eComID raises €14.6 million for AI-powered 'shopping passport'
Stockholm-based eComID has raised €14.58 million ($17 million) in a Seed round led by Systemiq Capital, with participation from Regeneration.VC, Course Corrected, Stadium, and returning investor CapitalT. H&M Group, which first backed eComID in 2023, remains a strategic investor. Founded in 2023, eComID describes itself as a 'shopping passport' for modern commerce, offering a shopper context layer that helps brands personalize experiences from the first visit. Its AI shopping agent Vera powers sizing intelligence, conversational search, and personalized product discovery on brands' own websites. The company says it now works with more than 60 brands and reaches 20 million shoppers monthly, reporting 30% lower return rates and 10% higher conversion rates. The proceeds will support international expansion, accelerate the Shopping Passport rollout, and deepen sizing and discovery capabilities.
A notable €14.6 million Seed round for an AI-powered commerce personalization startup; relevant to the evolution of AI-driven shopping and e-commerce personalization, but with limited direct short-term impact on the broader AdTech industry.
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Key Takeaways & Evidence Grounding
- eComID raised €14.58 million ($17 million) in a Seed funding round.
- The round was led by Systemiq Capital, with participation from Regeneration.VC, Course Corrected, Stadium, and CapitalT.
- H&M Group remains a strategic investor in eComID, having first backed the company in 2023.
- eComID reports it works with more than 60 brands and reaches 20 million shoppers monthly.
- According to eComID, shoppers using its platform see 30% lower return rates and brands see 10% higher conversion rates.
Connected Companies & Entities
5 Entities mapped“H&M Group, which first backed eComID in 2023, remains a strategic investor....”
“The round also brought together founders and retail leaders, including Alan Mamedi, co-founder of Truecaller....”
“Sebastian Knutsson, co-founder of King....”
“Maria Raga, former CEO of Depop....”
“August Erséus, founder of Legora....”
Ontology Mapping & Concepts
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