Azoma, a London-based Agentic Commerce Optimization platform, announced on October 21, 2026, that it has closed a US$11.2 million Series A funding round led by Puma Growth Partners. The round includes participation from dunnhumby, Twin Path, MaRS IAF, Rank Ventures, Ignite Ventures, and angels from Google DeepMind and Legora. It follows a US$4 million Seed round announced in December 2025 and comes after the company grew revenue almost tenfold over the past year.
Expansion plans for Azoma
The Series A capital will fund the expansion of Azoma's platform across emerging AI personal assistants such as ChatGPT Dots and Meta Muse. It will also support the build out of optimization and attribution capabilities for enterprise consumer brands using dunnhumby data. The company plans further team growth from its current 40 employees with a particular focus on recruiting best in class AI talent.
The agentic commerce opportunity
Agentic Commerce Optimization helps make a brand's products discoverable, understandable, and recommended by AI shopping agents. McKinsey projects that agentic commerce could account for US$5 trillion globally by 2030, including up to US$1 trillion in US retail revenue. The company states that agent to agent commerce has arrived faster than expected and will be more transformational than the internet for its customers.
How Azoma compares with GEO and AEO tools
Azoma distinguishes Agentic Commerce Optimization from generative engine optimization and answer engine optimization by focusing on purchase decisions rather than general brand visibility. The company advises evaluating tools by the agents they measure, whether they optimize as well as measure, and whether they cover retailer assistants where purchases complete. Azoma says its coverage spans general purpose chatbots, retailer shopping assistants, and personal AI agents.
Measurement based on 38 million citations
Azoma's analysis of 38 million citations found sharp differences in how AI agents select sources. Editorial coverage accounts for 51.9% of what Google Gemini cites but only 7.6% on Google AI Overviews, while affiliate content drives 39.6% of Alexa for Shopping citations and under 2% on every other engine measured. This variability is why Azoma co-authored the 5 C's of Agentic Commerce framework with the Digital Shelf Institute.
Enterprise adoption and platform differentiation
The 5 C's framework covers Completeness, Context, Citations, Correctness, and Customer Acquisition, and it is currently deployed in 40% of the 50 largest CPGs. Azoma works with global consumer brands including L'Oréal, Unilever, Mars, Beiersdorf, and Reckitt. The platform holds two granted patents covering AI brand monitoring and AI product content creation, and its Digital Twin technology simulates AI shopper personas rather than relying on a single visibility score.
Investor confidence
Henri Songeur, Investment Director at Puma Growth Partners, said the firm is backing Azoma as it capitalizes on one of the fastest shifts in e-commerce. He noted that Azoma has built a defensible measurement solution in a category it helped create, with enterprise customers already in place. Clients manage vast portfolios of staple household goods and are trusting Azoma to optimize their approach to market.
Founded in 2022 by former Amazon executive Max Sinclair and machine learning researcher Timur Luguev, Azoma has grown its team from 12 to 40 people and works with L'Oréal, Unilever, Mars, Beiersdorf, and Reckitt. Its platform measures share of voice across ChatGPT, Gemini, Alexa for Shopping, Walmart Sparky, Instacart Clementine, Meta Muse, and ChatGPT Dots. With this new capital, Azoma is positioned to expand its leadership as global commerce continues to shift toward AI-mediated purchasing.