eComID has raised $17M in seed funding for its “shopping passport,” an identity layer that lets AI agents and online stores recognize shoppers across the web.
The startup says the passport already reaches about 20 million monthly shoppers and helps retailers cut product returns by roughly 30%, by remembering sizes, preferences and past purchases so buyers order the right thing the first time.
As AI shopping agents go mainstream, merchants need a way to identify and serve customers without relying on third-party cookies, and eComID positions its network as the trust layer for that shift.
The round lands as brands race to build direct relationships with shoppers who increasingly browse through AI assistants rather than marketplaces, a dynamic the startup believes will make verified shopper profiles a core part of commerce infrastructure.
