eComID, a Stockholm company that builds a portable shopper profile it calls the Shopping Passport, announced on 3 September 2026 that it had acquired Nilum, another Stockholm startup that uses AI to make second-hand shopping easier.
Financial terms were not disclosed. The deal came shortly after eComID closed a $17 million seed round, which it described as the largest fashion-tech seed round in Europe to date. Some reports gave the round as €14.6 million.
Nilum's founder, Jonas Fagerlund, joined eComID as Head of Recommerce and will lead the company's work on second-hand products. eComID did not say whether Nilum's own service will keep running as a separate product, and said details of what the deal means for shoppers would follow.
What Nilum built
Nilum developed an AI-powered search engine for pre-owned goods. Instead of browsing many resale sites, users describe what they are looking for and the system searches across the web and alerts them when a matching item appears, according to Inforcapital and Dealroom.
Fagerlund said Nilum was built to make second-hand shopping much easier by using AI, and that joining eComID would give the technology the context, reach and platform to move faster. Nilum did not disclose when it was founded, how many people it employed or whether it had raised outside funding.
Fagerlund said joining eComID felt like a natural next step and that he wanted to build the next generation of recommerce together with the company.
“Nilum was built to make second-hand shopping radically easier by leveraging AI.”
Why eComID is buying
eComID's Shopping Passport lets shoppers carry their size, fit, taste and preferences across connected online stores. The company says it works with more than 60 brands and reaches about 20 million shoppers a month. Adding Nilum is meant to let the same shopper profile surface relevant second-hand items alongside new ones.
The deal is eComID's first step into recommerce, a market that Dealroom described as scattered and hard to navigate for buyers. Co-founder and chief executive Oscar Rundqvist said eComID aims to help shoppers find the right products rather than simply more products, and that Nilum's technology fits its plan to make shopping smarter and more sustainable.
Co-founder and head of AI Jaime Ferrando said eComID has taken an AI-first approach from the start and that reaching its goals requires bringing in strong AI talent. Rundqvist said the company had followed Fagerlund's work for a long time.
Rundqvist praised Fagerlund's technical ability, his product thinking and his talent for turning AI into shopper experiences that are actually useful. Inforcapital described the purchase as part of an aggressive push by eComID into recommerce, using its newly raised seed money to bring pre-owned items into a personalised shopping service.
The money behind eComID
The seed round was led by Systemiq Capital, with Regeneration.VC, Course Corrected, Stadium and returning investor CapitalT taking part. H&M Group, which first invested in eComID in 2023, remains a strategic backer. Angel investors include Truecaller co-founder Alan Mamedi, former Depop chief executive Maria Raga, Helena Helmersson and Sebastian Knutsson.
eComID said the money will fund expansion into more international markets, wider deployment of the Shopping Passport and further work on sizing and product discovery. The Nilum purchase is the first visible use of that capital.
Pulse 2.0 and FashionUnited reported the seed round in late August, about a week before the Nilum deal. eComID also named Helena Helmersson and Sebastian Knutsson among its angel backers in its announcement of the acquisition.
What happens next
eComID said Nilum's AI technology will be combined with the shopper context it already holds, so that recommendations can include pre-owned products. Fagerlund will run recommerce product development from inside eComID. The company, which says it is ISO/IEC 27001:2022 certified and SOC 2 Type 2 and GDPR compliant, has not given a launch date for second-hand features in the Shopping Passport.
