What firmly.ai does

firmly.ai is an agentic commerce platform that enables merchants to make their products shoppable within AI-driven digital channels without requiring custom integrations per channel. Founded in 2019 and headquartered in Sammamish, Washington, the company operates as horizontal infrastructure between e-commerce merchants and emerging AI shopping agents, social platforms, publishers, connected TV, and messaging apps. The platform supports protocol abstraction across multiple agentic commerce standards (UCP, ACP, MCP, AP2, TAP, KYA) and includes features such as real-time inventory sync, cart orchestration, catalog data normalization via AI, and KYA (Know Your Agent) trust verification with cryptographic audit trails.

The company's product suite includes the core firmly platform, the firmly Connect no-code self-onboarding portal (launched March 2026), and the Buy Now Platform (launched November 2025). Distribution occurs through multiple channels: self-serve merchant signup via the Connect portal, enterprise direct sales targeting large retailers, and strategic channel partnerships embedding firmly's technology within AI platforms (Perplexity), publisher networks (CJ/Commission Junction), retail aggregators (Furniture.com), and payment gateways (Aurus). Named enterprise customers include Best Buy, Backcountry, CSC, Rooms To Go, and other major retailers. The platform holds PCI DSS and SOC 2 Type 2 certifications and claims 11M+ accessible merchants, 32K live products, and $900B+ in aggregate merchant GMV.

Revenue is generated through three primary streams: platform/integration fees (subscription/recurring) for merchant access to AI agent channels, per-transaction checkout fees when consumers complete purchases via AI agents, and licensing/royalty arrangements with enterprise payment gateway partners like Aurus. The company employs a freemium go-to-market model with self-serve onboarding for SMBs and a field sales motion for enterprise accounts, targeting a projected $3-5 trillion agentic commerce economy over the next five years. The company is privately held with 11-50 employees, has raised capital from Rapyd Ventures (2022, $2M), Alumni Ventures, Squarepoint Capital, Hawke Ventures, and others across subsequent undisclosed rounds, and operates with offices in the US, UK, and Ireland for GDPR compliance.

Name

firmly.ai

Legal name

Firmly, Inc.

Website

https://firmly.ai

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

firmly.ai is an agentic commerce platform enabling merchants to sell through AI chatbots, social platforms, publishers, and CTV via protocol-agnostic no-code integration. It serves e-commerce merchants, AI platforms, and enterprise retailers with embedded checkout and real-time inventory sync.

Ownership category

akta.pro rank

Product category

Agentic Commerce Infrastructure

NAICS

Software Publishers (5132)

akta.pro primary industry

Merchant Acquiring & Processing Platforms (BPAMAFAB)

akta.pro secondary industry

Identity, Access & Secrets Management for AI Systems (IAM for agents/models) (HDAAAKAJ)

Keywords

• Agentic commerce platform
• Checkout infrastructure
• AI commerce integration
• No-code merchant onboarding
• Commerce protocol abstraction

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Infrastructure, Operations, Marketing or Sales

Revenue model

1. Platform/Integration Fees: Fees charged to merchants for connecting to the platform and accessing AI agent channels. The platform enables merchants to go live across agentic channels with zero engineering effort.
2. Transaction/Checkout Fees: Fees per transaction processed through the platform when consumers complete purchases via AI agents or digital channels.
3. Enterprise Gateway Partnerships: Revenue from partnerships with enterprise payment gateways like Aurus, enabling native agentic commerce capabilities for enterprise retail customers.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels5 records

Core offering

firmly.ai sells an agentic commerce platform that enables merchants to make their products shoppable across AI agents, chatbots, social media, publisher content, ads, messaging apps, CTV and livestream without custom engineering. Its flagship no-code product, firmly Connect, lets merchants self-onboard in approximately 45 minutes, with a single integration covering every agentic protocol (UCP, ACP, MCP, AP2, TAP, KYA) and providing real-time inventory sync, native embedded checkout, and merchant-of-record status.

Product overview

firmly.ai is an agentic commerce platform consisting of a unified core platform with specialized modules. The core firmly platform operates as a horizontal infrastructure layer that enables shopping at the point of inspiration across AI chatbots, social media, content, ads, messaging, and CTV/livestream. firmly Connect is the merchant self-onboarding portal providing no-code access to all agentic commerce channels. The Buy Now Platform standardizes commerce protocols across digital platforms. The platform supports multiple channels including AI chatbots, social commerce, publisher commerce, ads commerce, messaging commerce, CTV commerce, marketplace commerce, and digital wallets, powered by checkout integrations with PayPal, Visa/MasterCard Click to Pay, and payment providers including Chase, Aurus, Adyen, Fiserv, and Braintree. Merchants remain the merchant of record preserving first-party data and customer relationships.

Differentiator

Problem solved

Functional benefit

Brands

• Firmly Connect: No-code merchant self-onboarding portal for connecting to AI agents and agentic commerce channels including UCP, ACP, MCP, AP2, TAP, KYA protocols.

Products and services

• firmly (Agentic Commerce Platform) Horizontal agentic commerce infrastructure platform that transforms product discovery into instant purchasing by embedding commerce at the point of intent across AI chatbots, social media, content, ads, messaging, CTV and livestream. Targets merchants, brands, and AI/digital channels.
• firmly Connect
• firmly API Public-facing API that enables AI chatbots, social platforms, publishers, ad tech solutions, and digital wallets to connect to millions of merchants by making them instantly shoppable. One integration taps into the firmly network and powers protocol abstraction, the trust layer, and native checkout across all agentic commerce channels. Targets AI platforms and digital channels.

Quantifiable outcome

• Reduces integration timeline from 3-12 months to approximately 45 minutes
• +4 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability2 records

Feature8 records

Partnerships

Twelve partnerships are on record, tiered core, minor and key.

• AuruscoreTechnology or Integration · 24 March 2026Strategic partnership making Aurus the first omni-commerce gateway with native agentic commerce capabilities for enterprise retail customers across 25+ countries. Firmly's technology integrates with Aurus's payment infrastructure to enable AI shopping agent transactions.
• MastercardminorOthers · 22 September 2025Firmly selected as one of 11 startups in Mastercard Start Path's Emerging Fintech program, focusing on circular commerce innovation during Climate Week NYC. Part of Mastercard's initiative to shape future of AI-powered payments and trusted agentic transaction standards.
• CJ (Commission Junction)keyStrategic or Co-development Partner · 10 September 2025Strategic partnership to transform native commerce for publishers and merchants. CJ clients gain access to firmly's embedded checkout technology, enabling 'Buy Now, Anywhere' experiences within publisher content and advertising.
• Furniture.comcoreStrategic or Co-development Partner · 11 August 2025Partnership to enable seamless one-step checkout across multiple furniture brands within Furniture.com's unified platform. Previously, users had to complete purchases on each retailer's individual site. The integration now allows secure checkout without switching between retailer sites, consolidating browsing, comparing, and purchasing into a single transaction.
• PerplexitycoreStrategic or Co-development Partner · 3 April 2025Perplexity integrates firmly's agentic commerce and embedded checkout technology to power shopping results and enable purchases from Perplexity's shopping mode and AI-generated answers. Firms up a merchant network to power GenAI commerce.
• BCG (Boston Consulting Group)keyGTM or Marketing Partner · 29 January 2025BCG featured firmly as key infrastructure provider enabling 'Commerce Everywhere' through support for multi-merchant, multi-cart checkout across various digital platforms. BCG X article explored how AI personal shoppers and universal cart infrastructure are decentralizing commerce.
• SignifydminorOthersRajesh Ramanand, CEO of Signifyd, serves as an advisor to firmly.
• PYMNTS.comminorOthersKaren Webster, CEO of PYMNTS.com, serves as an advisor to firmly.
• Westfield CorpminorOthersDon Kingsborough, former President of Westfield Corp and former founder & CEO of Blackhawk Network, serves as Executive Chairman and advisor to firmly.
• UpperRightminorOthersAdam Lavelle, Co-founder of UpperRight and former Chief Solution Officer at dentsu, serves as an advisor.
• PollinateminorOthersDonald Chapman, Managing Director at Pollinate, serves as an advisor to firmly.
• AdoreMeminorOthersMorgan Hermand, CEO of AdoreMe, serves as an advisor to firmly.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds5 records

Investors10 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about firmly.ai