eComID raises $17 million as it expands internationally and rolls out AI powered Shopping Passport
Swedish startup eComID has announced a $17 million seed round led by Systemiq Capital, with participation from Regeneration.VC, Course Corrected, Stadium and returning investor CapitalT. The funding will go towards international expansion, product and team development.
eComID’s Shopping Passport lets shoppers carry relevant context across connected brands, helping each store understand them from the first visit. Vera, the company’s AI shopping agent, combines that context to power sizing intelligence, smart conversational search and personalised product discovery directly on brands' own sites.
Launched in 2024, eComID now works with more than 60 brands and reaches 20 million shoppers every month. Partners 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.
"AI without context still starts from zero," says Oscar Rundqvist, Co-founder and CEO at eComID (pictured below). "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. We've reached this point through the strength of the product and the trust of our partners. This round lets us move faster, enter new markets and build the infrastructure we believe the next era of commerce will run on."
"eComID is solving a structural problem in digital commerce: AI cannot personalise without context. This phenomenal team deeply understands the needs of the brands and has built a product that aligns a better shopper experience with stronger economics and fewer unnecessary returns. Its traction and speed of execution are world class. We believe this is just the start and eComID will become the foundational infrastructure for intelligent commerce," says Gemma Bloemen, who leads Applied AI at Systemiq Capital.
"Ever since we invested in eComID at pre-seed, we've been true believers in both the vision and the team. We back exceptional teams using technology to solve real-world problems and build a better, more sustainable future. eComID embodies that mission. They've shown that sustainability and profitability can go hand in hand - and have the ambition and potential to fundamentally change global commerce for the better," says Janneke Niessen, Founding Partner at CapitalT.
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
