The round was led by Squarepoint Capital, with participation from strategic investors including J.P. Morgan Payments, Mastercard and Samsung NEXT. The company also launched Ask Agent, an end-to-end conversational shopping experience for merchant websites that includes AI-powered natural language product discovery with a real-time catalog, in-chat checkout and traditional customer support functionality.

The round also includes Alumni Ventures, ARK Invest, Benhamou Global Ventures, Granada Funds, Hike Ventures, The Mercantile Companies, and Versus Ventures, bringing firmly's total funding to approximately $20 million.

firmly.ai is the agentic commerce platform that makes it easy for merchants and new AI shopping channels to create native shopping experiences that make it easier for users to shop and checkout regardless of surface. Firmly creates a direct and 'real-time' connection that simply allows a merchant to expand their catalog, product pages and checkout into new channels without deploying any engineering resources. Merchants stay merchants of record on every order, with their payment provider, customer relationships, and data unchanged, while destinations integrate firmly to reach every merchant through one standardized connection. firmly is founded and run by repeat commerce tech entrepreneurs and headquartered in Seattle, WA.