Agentic commerce platform: one integration that makes a merchant's catalog buyable inside AI assistants, publishers, ads and marketplaces.
Seattle startup firmly.ai connects merchant commerce platforms (Shopify, Salesforce Commerce Cloud, Adobe Commerce, BigCommerce, WooCommerce and custom stacks) to AI agents and other surfaces so shoppers can buy without a redirect. It says it is not a payment rail, marketplace or merchant of record. On Nov 5, 2026 it announced a $15M Series A led by Squarepoint Capital with J.P. Morgan Payments, Mastercard and Samsung NEXT, and launched Ask Agent, a shopping assistant for merchants' own websites.
Firmly raised $15 million, backed by JPMorgan and Mastercard, for software that lets online retailers sell through AI shopping assistants and marketplaces without a separate integration for each.
