Firmly raised a US$15 million Series A led by Squarepoint Capital. J.P. Morgan Payments, Mastercard, and Samsung NEXT joined the round. The company offers a no-code platform that connects merchants to AI shopping channels.
Investor support
The round also included Alumni Ventures, ARK Invest, and Benhamou Global Ventures. Other participants included Granada Funds, Hike Ventures, The Mercantile Companies, and Versus Ventures. The Series A brings Firmly's total funding to approximately US$20 million.
Platform scale
Firmly Connect gives merchants one no-code connection to sell through new channels. The company says the network can help AI assistants, publishers, and social platforms reach more than 11 million merchants. Those merchants represent more than US$900 billion in gross merchandise value.
Ask Agent
Ask Agent adds conversational shopping to a merchant's own website. Shoppers describe what they want in natural language and receive recommendations from the merchant's real-time catalog, pricing, and inventory. They can check out in the chat and access loyalty, cross-sell, and post-purchase support.
The company plans to use the capital to expand Firmly Connect globally across AI agents, marketplaces, social networks, and shoppable advertising platforms. Merchants can add Ask Agent to their existing commerce infrastructure with one line of JavaScript. Early deployments are showing conversion rate improvements up to 18% and average order value increases up to 23%.