CONNECT WITH US
Fintech

Fintech

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

PYMNTS – Fintech logo

Published on

Add as a preferred source on Google
Firmly Lands $15 Million as Investors Back the Merchant Side of Agentic Commerce

Artificial intelligence agents are becoming a new place to shop faster than merchants can plug into them.

Complete the form to unlock this article and enjoy unlimited free access to all PYMNTS content — no additional logins required.

Analysts expect AI-driven traffic to retail sites in the United States to grow 130% year over year this holiday season, according to a Thursday (Nov. 5) press release provided to PYMNTS from firmly, a Seattle startup. But every AI assistant, marketplace, social platform and agent framework has its own way of asking a store what it sells and how to buy it. Selling through any one of them means connecting the product catalog, inventory, pricing, payments and checkout. Selling through all of them means doing that work over and over, and most merchants don’t have the engineering resources to do it even once.

That gap is what firmly, which connects merchants to AI shopping channels without requiring them to write code, has raised $15 million to close. The company’s Series A was led by Squarepoint Capital, the release said. J.P. Morgan Payments, Mastercard and Samsung Next joined as strategic investors, along with Alumni Ventures, ARK Invest, Benhamou Global Ventures, Granada Funds, Hike Ventures, The Mercantile Companies and Versus Ventures. The company has now raised about $20 million.

The startup will use the capital to expand its firmly Connect platform with more merchants and more destinations, including AI agents, marketplaces, social networks and shoppable advertising platforms, according to the release.


Source link
Related Topics:Fintech

Disclaimer

We strive to uphold the highest ethical standards in all of our reporting and coverage. We TheMorningPulse.fyi want to be transparent with our readers about any potential conflicts of interest that may arise in our work. It's possible that some of the investors we feature may have connections to other businesses, including competitors or companies we write about. However, we want to assure our readers that this will not have any impact on the integrity or impartiality of our reporting. We are committed to delivering accurate, unbiased news and information to our audience, and we will continue to uphold our ethics and principles in all of our work. Thank you for your trust and support.