Company: eComID
Founders: Otto Nordgren, Alexander Real, Alexander Gårdenberg, Jaime Ferrando, Patrick Rengifo, and Oscar Rundqvist
Website: www.ecomid.com
About eComID
eComID is a fashion tech company that helps retailers reduce returns by guiding shoppers toward more mindful purchasing decisions. Through AI-powered tools integrated directly into merchants’ e-commerce platforms, we promote sustainable shopping habits while improving profitability.
Founded in 2023 and backed by H&M Group, eComID tackles one of retail’s most costly and unsustainable challenges: unnecessary online returns. Unlike reactive solutions, eComID takes a proactive approach by engaging shoppers before checkout to reduce return risk at the source. Our mission is to help brands cut return rates and transition toward a more sustainable retail model aligned with global sustainability goals.
eComID works with many of Europe’s leading fashion brands, including H&M, & Other Stories, Björn Borg, Stadium, Gina Tricot, Adoore, Asket, ICIW, J.Lindeberg, Myrqvist, Haglöfs, House of Dagmar, Bubbleroom, Stronger, and Ninepine. In under two years, our solution has scaled to reach millions of shoppers monthly, where our AI model is trained on the associated customer data.
Our core offering includes four modules:
Nudge (General and Personalized): Shows (personalized) examples of carbon impact of returns to promote more sustainable purchase and related return decisions.
Size Finder: Provides personalized size recommendations to reduce bracketing purchases and returns.
Size Alert: Flags size-bracketing behavior and redirects the shopper to the Size Finder.
Score: Dynamically adjusts return fees based on individual return and shopping behavior.
These modules are supported by the eComID Merchant Portal, a centralized hub for implementation, performance tracking, and insights. Merchants can monitor return patterns, evaluate module impact, and optimize ongoing engagement strategies.
The results are clear. In an A/B test with a leading brand, the Size Finder module alone led to a 3% drop in return rate, an 11% decrease in bracketing, and a 7% increase in conversion. For some brands, this module has doubled conversion rates and consistently earns a shopper trust rate of around 70%.
eComID has been recognized across the industry, including a listing by Fast Company as one of the Most Innovative Companies in the World with under 50 employees. We have been featured in podcasts, articles, and events, and our CEO, Oscar Rundqvist, is currently a finalist for Breakit’s “E-com Brightest Star”, and was recently a panelist at the ‘Fashion Forever’-event hosted by the Swedish Consulate in New York.
A key challenge for eComID has been navigating economic uncertainty, with some retailers cautious about investing in sustainability. However, eComID removes the tradeoff between profitability, sustainability, and customer satisfaction by delivering all three in one solution.
Returns are not a single brand’s problem – they are an industry-wide challenge. That’s why eComID offers a solution which enables collaboration within the fashion industry. Our vision is a future where every shopper has their own eComID – allowing them to find the right products, only purchase what they intend to keep, and avoid returns altogether.
