Firmly raises $15M Series A led by Squarepoint Capital for agentic commerce

The round is led by Squarepoint Capital, with participation from J.P. Morgan Payments, Mastercard and Samsung NEXT. The Seattle company runs a no-code layer that lets retailers sell through AI shopping assistants, marketplaces and other channels without building a separate integration for each one. Alongside the funding, firmly introduced Ask Agent, a conversational shopping tool for merchant websites that covers product discovery, in-chat checkout and customer support.

The company cites Adobe's forecast that AI-driven traffic to U.S. retail sites will climb 130% year over year this holiday season. Merchants now have to connect catalogs, inventory, payments and checkout across a growing set of AI platforms and protocols, and that gap is the problem firmly targets. The release was dated November 5.

For founders building agents that complete purchases, the round suggests payment networks and card brands are backing the commerce plumbing, not only the assistants themselves. Integration layers that absorb protocol churn could become durable businesses. Builders should track which catalog and checkout standards merchants adopt.