JPMorgan and Mastercard back Seattle startup Firmly’s bet on AI shopping agents

GeekWireby Todd BishopNov 7, 10:23 AM PT

Context: 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.

From GeekWire: Firmly raised $15 million to expand software that lets online retailers sell through AI shopping assistants, marketplaces and other channels without building a separate integration for each one. The company also launched Ask Agent, an AI shopping assistant for retailers' own websites.

Firmly · $15M · with JPMorgan, MastercardAs stated by GeekWire.

• Mover: Firmly

Source

GeekWire (geekwire.com)

Published

Nov 7, 10:23 AM PT

First seen here

Nov 7, 6:26 PM PT

Edition

Saturday, November 7, 2026, ranked 5

Status

A publication reported this; the company may not have confirmed it.

Why it’s here

Agentic-commerce infrastructure for retailers, backed by two payments giants.

Topics

Fintech, AI agents, Consumer, Enterprise