Founded in 2023, eComID has rapidly emerged as one of fashion's most talked-about commerce infrastructure companies. The Stockholm-based innovator, backed by H&M Group, is redefining how brands personalize the online shopping experience before purchase. The company has been recognized globally, named among Fast Company's Most Innovative Companies and shortlisted as Tech Innovator of the Year by Drapers.
Helmersson joins eComID at a time when fashion faces mounting pressure to reduce returns, improve profitability, and meet rising consumer expectations for personalization.
"Fashion is entering a new era where profitability and responsibility must go hand in hand," says Helena Helmersson. "eComID has built the infrastructure to make commerce smarter at the individual shopper level. Their collaborative technology layer has the potential to reshape how brands connect with customers - while reducing unnecessary returns. I'm excited to support this shift."
eComID positions itself as the "Shopping Passport for the internet" - enabling brands to personalize experiences for every shopper from their very first visit, while incentivizing more mindful purchasing decisions.
"Helena is one of the fashion industry's most influential leaders," says Oscar Rundqvist, CEO and co-founder of eComID. "Her decision to join us is a strong validation that the industry is ready for a new standard - one where personalization, profitability, and sustainability are no longer trade-offs. Together, we aim to accelerate the shift toward smarter commerce globally."
With Helmersson joining as investor and advisor, eComID strengthens its position as a category-defining player in the future of fashion commerce.
About eComID
eComID is the Shopping Passport for the internet - a collaborative technology layer enabling one-to-one personalization across brands. By turning shopper preferences into intelligent pre-purchase experiences, eComID helps fashion brands increase kept sales and reduce returns.
About Helena Helmersson
Helena Helmersson is the former CEO of H&M Group and currently serves as Chair of Circulose and board member at On, Mango, and Quizrr.
