firmly Raises $15M in Series A Funding Led by Squarepoint Capital

firmly, a Seattle, WA-based provider of a no-code agentic commerce platform connecting merchants to digital channels, has raised $15 million in a Series A funding round, bringing the total amount to approximately $20 million.

The round was led by Squarepoint Capital with participation from J.P. Morgan Payments, Mastercard, Samsung NEXT, Alumni Ventures, ARK Invest, Benhamou Global Ventures, Granada Funds, Hike Ventures, The Mercantile Companies, and Versus Ventures.

The company will use the funding to expand its platform globally and connect more merchants with AI agents, marketplaces, social networks, and shoppable advertising channels.

What is firmly?

firmly provides infrastructure that helps merchants sell products through different digital channels, including AI shopping assistants and social platforms.

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Its main product, firmly Connect, gives merchants a single no-code connection to make their product catalog, inventory, payments, and checkout available across multiple channels. Merchants can use their existing commerce systems while retaining control of customer relationships, transaction data, and their role as the merchant of record.

The platform aims to simplify the process of joining new AI-powered shopping channels without requiring merchants to build separate integrations for each one.

firmly is also launching Ask Agent, a conversational shopping tool for merchant websites. It allows shoppers to describe what they need in natural language and receive recommendations based on real-time product information, pricing, and inventory. Customers can also complete purchases within the conversation.

How Much Funding Has firmly Raised?

firmly has raised approximately $20 million in total funding, including its latest $15 million Series A round.

The company has not shared details of its previous funding rounds or the investors involved in them.

Who Invested in firmly’s Series A?

The $15 million Series A round was led by Squarepoint Capital.

Other participating investors include:

• J.P. Morgan Payments
• Mastercard
• Samsung NEXT
• Alumni Ventures
• ARK Invest
• Benhamou Global Ventures
• Granada Funds
• Hike Ventures
• The Mercantile Companies
• Versus Ventures

Why the Funding Matters

firmly plans to use the funding to accelerate the global expansion of firmly Connect and increase its reach across merchants and digital commerce channels.

The company aims to connect its platform with more AI agents, marketplaces, social networks, and shoppable advertising solutions. It will also support the rollout of Ask Agent, which gives merchants a way to add conversational shopping to their websites.

Who founded firmly?

firmly was founded in 2019 by Kumar N Senthil, Damien Balsan, and Murali Krishnamurthy.

The company is headquartered in Seattle, Washington.

“AI is quickly creating new storefronts for commerce, but merchants cannot build a new integration every time one emerges,” said Kumar Senthil, co-founder and CEO of firmly. “Our north star has always been to enable the merchants to sell in any channel with ZERO engineering effort.

Market and Business Growth

firmly Connect currently provides access to more than 11 million merchants representing over $900 billion in gross merchandise value (GMV). The platform allows AI assistants, publishers, social media platforms, and other commerce channels to connect with merchants through a standardised integration.

The company's expansion comes as AI tools create new ways for consumers to discover and purchase products. Adobe expects AI-driven traffic to US retail websites to grow 130% year over year during the holiday season.

With Ask Agent, firmly is also expanding its offering directly to merchants. The tool can be added to a merchant's website using a single line of JavaScript and works with existing commerce infrastructure.

What Happens Next?

firmly plans to expand its global merchant network and connect with more AI shopping channels and digital platforms.

The company will also roll out Ask Agent, allowing merchants to offer product discovery, recommendations, and checkout through conversational shopping experiences.

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