Firmly is a Seattle-based agentic commerce infrastructure company, founded in 2019 by former Samsung commerce executives, that lets merchants sell through AI shopping channels without building integrations themselves. Its firmly Connect platform bridges a merchant's existing commerce stack to AI agents, marketplaces, social networks and shoppable ad platforms through one standardized connection, handling catalog, cart and checkout while the merchant stays merchant of record and keeps its own payment provider. The company partners with destinations such as Perplexity and Mastercard's Agent Connect, and its platform can reach more than 11 million merchants representing over $900 billion in gross merchandise volume.
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Nov 5, 2026
Latest raise
Funding activity · 1 round
Nov 5, 2026
$15M
Series A
Led by SquarePoint Capital
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