Firmly Raises $15 Million to Connect Merchants With the Growing Agentic Commerce Market

Firmly has secured $15 million in Series A funding, with backing from J.P. Morgan Payments, Mastercard, and Samsung Next, as it expands infrastructure designed to help merchants sell through AI shopping channels.

Artificial intelligence is changing how consumers discover products. However, the technology is creating a new challenge for retailers: making their products available across an expanding range of AI assistants, shopping agents, and digital platforms.

Seattle-based commerce technology company Firmly is targeting this gap after raising $15 million in a Series A funding round. Squarepoint Capital led the investment, while J.P. Morgan Payments, Mastercard, and Samsung Next participated as strategic investors.

The round also attracted Alumni Ventures, ARK Invest, Benhamou Global Ventures, Granada Funds, Hike Ventures, The Mercantile Companies, and Versus Ventures. The latest investment brings Firmly’s total funding to approximately $20 million.

The company plans to use the capital to expand its merchant network and strengthen its commerce infrastructure across AI agents, marketplaces, social networks, and shoppable advertising platforms.

Agentic Commerce Creates a New Challenge for Merchants

AI-powered shopping is moving beyond product research and recommendations. Consumers increasingly expect digital assistants to help them find products and complete purchases.

However, merchants face a fragmented technology environment. Each AI assistant, marketplace, or digital platform may use a different method to access product information and complete transactions.

Retailers must therefore connect several parts of their commerce operations, including.

  • Product catalogs: Making product descriptions and details accessible to AI systems.
  • Inventory: Providing accurate stock availability.
  • Pricing: Returning current prices and relevant product offers.
  • Payments: Connecting existing payment infrastructure to new shopping channels.
  • Checkout: Allowing customers or authorized agents to complete purchases.

Building and maintaining separate integrations for every destination can create high costs and technical demands. Smaller merchants may lack the engineering resources to support this work.

Firmly aims to reduce that burden through a single integration that connects existing merchant systems with multiple digital commerce destinations.

The opportunity is growing as AI becomes a more prominent shopping discovery channel. Firmly’s funding announcement cites a forecast for AI-driven traffic to US retail websites to increase 130% year over year during the 2026 holiday season.

Firmly Connect Targets the Merchant Integration Gap

Firmly’s core platform, Firmly Connect, is designed to make merchant products available across multiple AI and digital shopping channels through one standardized connection.

Rather than building an individual integration for every destination, merchants connect their existing commerce infrastructure to Firmly. The platform then makes their product catalogues, product pages, and checkout capabilities accessible to participating channels.

The company says its network can provide access to more than 11 million merchants representing over $900 billion in gross merchandise volume (GMV).

These figures describe the potential merchant and commerce reach available through the network. They should not be interpreted as transactions processed by Firmly or revenue generated by the company.

An important part of the platform’s proposition is merchant control. Businesses remain the merchant of record for transactions and retain their existing payment providers, customer relationships, and transaction data.

This approach could matter as AI platforms become more involved in product discovery and purchasing. Retailers want access to new distribution channels without losing control of the customer relationship or replacing their established payment infrastructure.

Fragmented AI Commerce Standards Create Demand for Interoperability

The development of agentic commerce is not following a single technical standard.

Some AI agents interact with merchant websites through browser-based automation. They navigate product pages, select items, and proceed through checkout in ways that resemble human shopping.

Other systems use structured protocols. These allow agents to request product information, check prices and inventory, and communicate purchasing instructions through defined technical interfaces.

Examples include Google’s Universal Commerce Protocol (UCP) and Mastercard’s Agent Connect.

Although these standards aim to make agent-led shopping more structured, merchants may still face different technical requirements across platforms. Each additional integration can increase implementation and maintenance work.

Firmly is positioning its platform as an intermediary between these approaches. It aims to support different agentic commerce standards while maintaining a consistent connection to merchant systems.

Co-founder and President Damien Balsan said fragmented standards can be slow for merchants to implement. The company’s objective is to combine the flexibility of browser-based agents with the efficiency and security of structured protocols, without requiring merchants to write integration code.

Mastercard named Firmly as a partner when it introduced Agent Connect in September 2026. Through this relationship, Firmly helps businesses extend product catalogs, inventory, and shopping experiences into AI-enabled commerce channels.

Firmly Introduces Ask Agent for Conversational Shopping

Alongside the funding announcement, Firmly introduced Ask Agent, a conversational shopping experience that merchants can add to their websites.

The product allows shoppers to describe what they want in natural language. It then uses the merchant’s real-time product catalogue, pricing, and inventory information to provide relevant recommendations.

Customers can continue from product discovery to checkout within the conversation. The experience also supports loyalty programs, cross-selling, and post-purchase customer service.

Firmly says merchants can add Ask Agent to their websites with a single line of JavaScript. The product is designed to work with existing commerce systems rather than requiring retailers to rebuild their online stores.

The company reports that early merchant deployments have delivered conversion rate improvements of up to 18% and increases in average order value of up to 23%.

These are company-reported results from early deployments. Firmly has not disclosed the number of participating merchants, the measurement period, or the underlying methodology in the announcement. The figures therefore offer an early indication of potential performance rather than proof of results across the wider merchant market.

Why Payment Companies Are Watching Agentic Commerce

The involvement of J.P. Morgan Payments and Mastercard gives the funding round wider significance for the payments industry.

Agentic commerce could change how customers initiate purchases and how payment providers support transactions. When an AI agent acts on a shopper’s instructions, the surrounding infrastructure must establish what the agent is authorized to do, which payment credentials it can use, and how the transaction is completed.

However, enabling product discovery is only one part of the challenge. Successful adoption will also depend on reliable inventory information, accurate pricing, secure payment authorization, clear customer consent, and effective dispute management.

Firmly is focused primarily on the merchant and commerce connection layer. Its model allows retailers to make products available through new channels while retaining their existing payment providers.

For payment companies, this creates a potential opportunity to support transactions across new digital interfaces without requiring merchants to abandon established payment arrangements.

The strategic investment does not, by itself, establish an exclusive commercial agreement or guarantee that every investor will distribute or deploy Firmly’s products. Nevertheless, participation from established payments businesses highlights the growing interest in infrastructure that can support AI-led purchasing.

The FinRate Take: Agentic Commerce Needs Merchant Infrastructure

The next phase of AI-powered shopping will depend on more than smarter assistants. It will require reliable connections between AI platforms, merchants, product data, and payment systems.

Firmly’s funding round highlights an important part of this transition. While much of the attention around agentic commerce has focused on AI assistants and consumer-facing experiences, merchants need practical infrastructure to participate in these new channels.

The company’s strategy addresses that need through two complementary products. Firmly Connect focuses on distributing merchant catalogs and checkout capabilities across external channels. Ask Agent brings conversational product discovery and purchasing directly to merchant websites.

However, the market remains at an early stage. Protocols are still developing, merchant adoption will take time, and questions around agent authorization, payment security, and consumer protection remain important.

The real test for agentic commerce will be whether AI-driven shopping can generate measurable sales while keeping merchants in control of their customers, payments, and transactions.

Firmly’s latest funding gives it additional capital to compete in that emerging infrastructure market.

Firmly Lands $15 Million as Investors Back the Merchant Side of Agentic Commerce