Stockholm-based eComID has acquired Nilum, a Stockholm startup specialising in AI-native second-hand shopping, as it pushes into the recommerce market. The acquisition follows eComID’s €14.6 million Seed round announced in late August 2026 led by London-based Systemiq Capital, with participation from Regeneration.VC, Course Corrected, Stadium and returning backer CapitalT.
The move marks eComID’s first step into second-hand fashion since its founding in 2023 and brings Nilum’s technology and founder, Jonas Fagerlund, to eComID, where he will serve as Head of Recommerce.
“eComID helps shoppers find the right products – not just more products. 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,” said Oscar Rundqvist, co-founder and CEO of eComID.
“Joining eComID felt like a natural next step. 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,” said Fagerlund.
eComID’s plan for Nilum’s AI in recommerce
eComID frames the Nilum acquisition as a way to make its personalisation technology useful beyond new-item retail. With Nilum now folded into the business, eComID plans to apply the same shopper context to help people find relevant pre-owned items in what the company describes as a second-hand market that remains scattered and hard to navigate.
“From day one, eComID has taken an AI-first approach. Achieving our ambitions requires bringing together world-class AI talent, and Jonas is exactly the kind of exceptional AI mind we want at eComID,” said Jaime Ferrando, co-founder and Head of AI at eComID.
eComID is building what the company calls a “Shopping Passport”, a system that allows shoppers to carry their size, fit, taste, and preference data across a network of connected brands. The company works with more than 60 brands, including COS, J.Lindeberg, Axel Arigato and Stadium, and reaches an estimated 20 million shoppers monthly.
The company counts H&M Group among its strategic backers, alongside investors such as Truecaller co-founder Alan Mamedi, King co-founder Sebastian Knutsson and former Depop chief executive Maria Raga. eComID holds ISO/IEC 27001:2022 certification and is SOC 2 Type 2 and GDPR compliant.
eComID says it will share more detail soon on what the Nilum acquisition will unlock for shoppers, as it works toward its stated ambition of turning the Shopping Passport into a cross-brand standard spanning both new and second-hand fashion.
