Scope
Online fashion returns roughly $890B of US merchandise a year, generating 100M tons of CO2 and billions of kilograms of landfilled textile — a problem sharpened by the EU's 2026 ban on destroying unsold goods and shipping costs up 30-50%. Point solutions have failed to solve it, with in-house experiments proving that only a cross-brand, network-effect approach sticks. As commerce infrastructure standardizes and the model layer commoditizes under LLMs, the multibillion-dollar opportunity lies in plain sight: own the shopper context brands can't build alone.
Cracked the Code
eComID targets returns prevention through their persistent, cross-brand "Shopping Passport", a portable system of record bringing a shopper's size, style, and return history with them to every online storefront. Already deployed in 60+ brands, eComID's product ecosystem — spanning sizing & fit to agentic conversational search — is reducing returns ~30% and lifting conversion ~10%, i.e. increasing average kept order value for brand customers. Today, the AI-powered tools meet 20 million online shoppers monthly. Cohort analyses confirmed outsized growth and net revenue retention, zero logo churn, and healthy margins — strong outlier signaling.
Up Next
Seed proceeds build out the commercial team, explore new markets (UK, DACH, US), and support the fast-turnaround product iteration and deployment cycles of AI-native platforms. SystemIQ Capital led the €15M round with participation from Course Corrected, Stadium Holdings, existing investors H&M and Capital T, and a notable angel group: Maria Raga (fmr. Depop CEO), August Erséus (Legora founder), Gustav Gisseldahl (fmr. Klarna Head of Merchant Growth), Sebastian Knutsson (King, aka "Candy Crush," co-founder), Alan Mamedi (Truecaller co-founder), and Filip Ekvall (fmr. H&M Group Global Sales Director).
🇸🇪 Headquartered in Stockholm, Sweden, eComID is led by Founder & CEO Oscar Rundqvist, former Head of Global Digital CX at H&M. The tier-1, referral-sourced team comes from Instabox, Shaped, Rothschild, H&M, and AKQA (zero attrition since 2024 founding). On behalf of Regeneration, Principal Destana Herring serves as Board Observer.
