Firmly raises $15m for AI shopping services

Retailers need a dependable way to expose products and checkout to the services where customers discover them.

What happened

Firmly announced a $15m Series A, led by Squarepoint Capital, with participation from J.P. Morgan Payments, Mastercard, Samsung NEXT and others. It also launched Ask Agent, a conversational shopping experience for merchant websites.

The company provides infrastructure connecting retailers with AI agents and other digital shopping channels.

Why it matters

A shopping assistant is only useful if product availability, prices and checkout remain accurate. Merchant integration can be a significant part of that work, even when the conversation itself looks simple.

The bigger picture

Agentic commerce needs retailers’ permission and reliable connections to their systems. Firmly’s opportunity is to make those connections easier to operate, while showing that the resulting channel produces worthwhile sales for merchants.