eComID

What eComID is building

eComID's product is a portable identity layer for shopping. The Shopping Passport holds a shopper's real context — size and fit across brands, taste, preferences, purchase history — and carries it between connected retailers, so a brand a shopper has never visited can behave as though it already knows them. On top of that sits Vera, an AI shopping agent that embeds directly into a brand's own site and uses the passport to do three concrete things: give sizing guidance on the product page, run conversational search, and personalize discovery. The hard technical problem underneath is cross-brand sizing logic. A medium at one label is a large at another, and the industry's answer for two decades was a size chart and a returns policy. eComID's version is to resolve a shopper to a single correct size per brand rather than have them buy two and send one back, which is why the company also ships Nudge & Score: dynamic return policies driven by shopper behavior, plus a merchant dashboard that shows brands what their returns actually cost them and who is generating them. The framing that makes this a 2026 company rather than a 2019 one comes from Systemiq's Gemma Bloemen: "eComID is solving a structural problem in digital commerce: AI cannot personalise without context." Agentic commerce is arriving fast, and every agent shopping on a consumer's behalf currently starts from zero on the one question that determines whether the purchase sticks. eComID is trying to be the layer the agents read from, and the passport is deliberately cross-brand because a per-brand profile is worth almost nothing and a portable one compounds. The origin explains the customer list. The company started with the fashion industry's returns problem — an environmental argument as much as a commercial one — which is how H&M ended up as a strategic investor in 2023, before AI agents were the story.

Why this matters

The traction numbers are the argument, and they are the company's own published figures: 60+ brands, ~20 million shoppers a month, a 30% lower return rate for shoppers using eComID, and 10% higher conversion for brand partners. Returns in online fashion are a structural margin problem, not a rounding error, and a 30% reduction is the kind of number that survives a procurement review. The cap table is the second argument. Systemiq Capital and Regeneration.VC lead on the sustainability thesis; H&M Group Ventures is there because it is the customer; and the angel list is a who's-who of people who have personally built the two things this company needs at once. Alan Mamedi (Truecaller) and Sebastian Knutsson (King) scaled Swedish consumer products to hundreds of millions of users. Henrik Nordvall ran H&M UK & Ireland and then Matalan, and Maria Raga ran Depop. That is a deliberate split between consumer-scale distribution and retail operating credibility, which maps exactly onto the two-sided problem of getting shoppers to claim a passport and brands to install one. The timing risk is real and worth naming: as agentic commerce standardizes, platform players will try to own the context layer themselves. eComID's counter is that it is already installed on brand sites and holds cross-brand fit data no single retailer can assemble. This round is the sprint to make the passport a default before the window closes.

Investors: Systemiq Capital (lead), Regeneration.VC, Course Corrected, Stadium, CapitalT (returning), H&M Group Ventures (strategic, first backed in 2023), Angels: Alan Mamedi (co-founder, Truecaller), Sebastian Knutsson (co-founder, King), Henrik Nordvall (ex-CEO Matalan, ex-MD H&M UK & Ireland), Maria Raga (ex-CEO Depop), August Erséus (founder, Legora)