eComID acquires Nilum to make second-hand shopping smarter with AI

eComID today announced the acquisition of Nilum, a Stockholm-based pioneer in AI-native second-hand shopping. The acquisition marks an important step in eComID's vision to make fashion commerce smarter and more sustainable.

eComID is building the global Shopping Passport, enabling shoppers to carry their size, fit, taste and preferences across connected shopping destinations. By adding recommerce capabilities, eComID will help shoppers use that same context to discover relevant second-hand products more easily.

Second-hand fashion is becoming an increasingly important part of a more circular fashion system. Yet finding the right item remains fragmented, time-consuming, and often dependent on being in the right place at the right time.

Combining Nilum's technology with eComID's shopper context will make it easier for shoppers to find pre-owned products they are more likely to love and keep.

"eComID helps shoppers find the right products - not just more products," said Oscar Rundqvist, co-founder and CEO of eComID. "Nilum's technology fits naturally into our vision of making shopping smarter and more sustainable. We have followed Jonas for a long time and have been impressed by his technical ability, product thinking and talent for turning AI into genuinely useful shopper experiences."

"From day one, eComID has taken an AI-first approach," said Jaime Ferrando, co-founder and Head of AI at eComID. "Achieving our ambitions requires bringing together world-class AI talent, and Jonas is exactly the kind of exceptional AI mind we want at eComID. His AI-native mindset will play an important role as we accelerate both our technology and our broader AI ambitions."

Nilum founder Jonas Fagerlund will join eComID as Head of Recommerce, leading the company's product development within recommerce.

"Joining eComID felt like a natural next step," said Jonas Fagerlund, founder of Nilum and incoming Head of Recommerce at eComID. "Nilum was built to make second-hand shopping radically easier by leveraging AI. Bringing our technology into eComID's broader mission gives us the context, reach and platform to move much faster. I'm incredibly excited to build the next generation of recommerce together."

The acquisition follows eComID's recent $17 million seed round - the largest fashion-tech seed round in Europe to date - which will accelerate its international expansion and the development of its Shopping Passport.

What the acquisition will unlock for eComID shoppers will be announced shortly.

eComID is the Shopping Passport for modern commerce. Its shopper context layer helps brands understand and personalize every shopper from the first visit, combining AI-powered sizing, conversational search and product discovery.

Based in Stockholm, eComID works with more than 60 brands and reaches 20 million shoppers every month. The company is backed by H&M Group, Stadium, Systemiq Capital, Regeneration.VC, Course Corrected and CapitalT, alongside retail and technology leaders including former H&M Group CEO Helena Helmersson, Truecaller co-founder Alan Mamedi, King co-founder Sebastian Knutsson and former Depop CEO Maria Raga.

eComID is ISO/IEC 27001:2022 certified, SOC 2 Type 2 compliant, and GDPR compliant.