firmly
Firmly is an agentic commerce platform that lets merchants extend their real-time product catalogs and checkout into AI assistants, social platforms, articles, ads, and connected TV without redirects. The platform connects via a single API to major commerce systems like Shopify and Salesforce Commerce Cloud, supporting multiple agent protocols including UCP, MCP, and ACP. Its browser automation bridge enables live, merchant-approved transactions today without requiring merchant engineering.
- Commerce & Shopping
- Retail Technology
- AI Agents
- Artificial Intelligence
- Software Only
- Developer Tools
- Enterprise Software
Funding
Raised to date
$20.2MRaised to date based on public sources. This may differ from the amount the company actually raised and is based only on what is publicly available on the internet.
across 2 rounds
+9$15M · Series A
Announced Nov 2026 · from article date
Disclosed cumulative: $20.2M
Founders
Product
Problem
Merchants often struggle to extend their reach beyond traditional e-commerce websites, facing technical and integration hurdles when attempting to sell through emerging channels like social media, AI chatbots, and connected TV. Consumers, in turn, experience friction when purchasing from these channels due to redirects and disjointed checkout processes.
Solution
Firmly provides an agentic commerce platform that enables merchants to seamlessly integrate their product catalogs and checkout processes into any digital channel. Through a single API, Firmly connects merchants with AI chatbots, social platforms, publishers, and other channels, allowing consumers to purchase directly within those environments. The platform handles real-time inventory and pricing updates, secure payment processing, and order management, while ensuring the merchant retains control of their brand, customer relationships, and data. This "buy now, anywhere" approach eliminates redirects, reduces friction, and expands sales opportunities for merchants.
Target Audience
The primary target audience includes e-commerce merchants looking to expand their sales channels and reach new customers, as well as digital channels (AI chatbots, social platforms, publishers, etc.) seeking to monetize their platforms by enabling native commerce experiences.
Features
- Single API integration for merchants to connect to multiple sales channels
- Real-time inventory and pricing synchronization across all channels
- Support for various digital wallets, including PayPal and Visa
- PCI and SOCII compliance with state-of-the-art encryption and tokenization for secure transactions
- Merchant of Record (MOR) status retained by the merchant for full control over transactions and customer data
- No-code onboarding process for merchants
- Agentic platform compatible with any commerce platform, including custom solutions
- Supports multiple agent protocols including UCP, MCP, ACP, AP2, TAP, KYA, and REST
- Browser automation bridge that works at scale today without merchant engineering