eComID Acquires AI-Powered Secondhand Platform Nilum, Expanding Into Recommerce

AI-powered personalization in fashion e-commerce is moving beyond sizing and product recommendations into the secondhand market.

Stockholm-based fashion technology company eComID announced on September 3 that it has acquired Nilum, an AI-native secondhand shopping platform also founded in Stockholm. Through the acquisition, eComID plans to integrate Nilum’s technology into its platform and accelerate its expansion into recommerce. Financial terms of the transaction were not disclosed.

At the center of eComID’s strategy is its Shopping Passport, designed to allow information about a shopper’s size, fit, taste, and preferences to travel across connected shopping destinations. By adding recommerce capabilities, the company aims to extend that context beyond new products and into secondhand shopping.

Summary

Using AI to Address the Discovery Problem in Secondhand Shopping

As the secondhand market grows, product discovery remains one of its persistent challenges.

Unlike conventional retail, secondhand inventory is fragmented and often unique, meaning shoppers may need to search across multiple platforms to find the right size, style, condition, or product. eComID describes the current secondhand shopping experience as fragmented and time-consuming, despite increasing consumer demand for resale.

The Nilum acquisition is intended to address that friction by combining the company’s AI capabilities with the shopper context already being developed by eComID. The goal is to make it easier for consumers to discover relevant secondhand products based on factors including their size, fit, taste, and individual preferences.

“eComID helps shoppers find the right products, not more products. Nilum’s technology is a natural fit with our vision of making shopping smarter and more sustainable. We’ve followed Jonas for some time and have been impressed by his technical depth, product thinking and ability to turn AI into experiences that are genuinely useful for shoppers,” said Oscar Rundqvist, co-founder and CEO of eComID.

Nilum Founder Joins eComID as Head of Recommerce

As part of the acquisition, Nilum founder Jonas Fagerlund is joining eComID as Head of Recommerce, where he will lead the development of the company’s recommerce product offering.

“Joining eComID felt like a natural next step. Nilum was built to radically simplify second-hand shopping using AI. By bringing our technology into eComID’s broader mission, we gain the context, reach and platform to move much faster. I’m incredibly excited to build the next generation of recommerce together,” Fagerlund said.

Jaime Ferrando, co-founder and Head of AI at eComID, also emphasized that the company has taken an “AI-first” approach since its inception, adding that Fagerlund’s expertise is expected to strengthen both its technical development and broader AI strategy.

Acquisition Follows $17 Million Seed Round

The deal comes shortly after eComID announced a $17 million seed funding round on August 25, signaling a period of accelerated expansion for the Swedish fashion-tech company.

The round was led by Systemiq Capital, with participation from Regeneration.VC, Course Corrected, Stadium, and existing investor CapitalT. H&M Group has also been a strategic investor in eComID since 2023. The company said the new capital would support international expansion, product development, and the rollout of its Shopping Passport.

According to eComID, its technology currently works with more than 60 brands and reaches approximately 20 million shoppers each month. Its brand network includes COS, J.Lindeberg, Axel Arigato, NN07, Peak Performance, Haglöfs, Asket, and Stadium.

Connecting New and Secondhand Fashion Through Personalization

AI has increasingly been deployed across fashion e-commerce to improve search, product recommendations, sizing, and other aspects of the pre-purchase experience. Recommerce presents a different challenge: inventory is constantly changing, often consists of one-off pieces, and remains dispersed across multiple destinations.

eComID’s latest move points toward a model in which the same understanding of a shopper—their size, fit, taste, and preferences—could potentially operate across both primary and secondary fashion markets.

If successfully integrated, the Shopping Passport and Nilum’s AI capabilities could therefore help bridge two shopping environments that have traditionally remained separate: buying new and buying secondhand. Rather than asking consumers to repeatedly establish what they are looking for across different platforms, the underlying shopper context could follow them across a broader fashion ecosystem.

The precise consumer-facing features resulting from the Nilum acquisition have not yet been announced. eComID said further details about what the acquisition will enable for shoppers will be revealed soon.

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