Agentic commerce startup Firmly closed a $15 million Series A led by Squarepoint Capital, with participation from J.P. Morgan Payments, Mastercard and Samsung NEXT. Its main product, Firmly Connect, lets merchants sell through AI agents, marketplaces, social networks and shoppable ad platforms without building a separate integration for each. It also offers Ask Agent, an on-site conversational shopping tool with checkout inside the chat.
Firmly says it integrates with merchants instead of asking merchants to integrate with it, and will use the money to sign up more merchants and sales channels. Co-founder Damien Balsan argued that current protocol standards for agent commerce are fragmented and slow for merchants to adopt. The company did not disclose revenue, merchant counts or growth figures.