Seattle startup firmly has closed a $15 million Series A led by Squarepoint Capital, with J.P. Morgan Payments, Mastercard and Samsung NEXT joining as strategic investors. Alongside the round, the company launched Ask Agent, a conversational shopping experience merchants can drop into their own websites with a single line of JavaScript. The bet: as AI assistants become a primary storefront, the merchants who can't afford an integration team still need a way to sell through them.
Highlights#
- firmly Connect, the company's no-code infrastructure layer, lets a merchant connect product catalogs, inventory, payments and checkout to AI shopping channels once, and stay merchant of record with full control of customer relationships and transaction data. The company says the network already reaches more than 11 million merchants representing over $900 billion in GMV.
- Ask Agent adds natural-language product discovery against the merchant's real-time catalog, checkout inside the conversation, and post-purchase support including loyalty and cross-sell, on top of the merchant's existing commerce stack. firmly reports early deployments showing conversion improvements up to 18% and average order value gains up to 23%.
- The round brings firmly's total funding to roughly $20 million, with Alumni Ventures, ARK Invest and others participating. The company cites Adobe's forecast that AI-driven traffic to U.S. retail sites will grow 130% year over year this holiday season as the forcing function.
- Co-founder and President Damien Balsan positions the platform as a bridge between browser-automation agents like Meta's Muse and deterministic protocols like UCP, combining the reach of the former with the security and efficiency of the latter.
Why it matters#
Agent-mediated buying only scales if the sell side can keep up. Rails like x402 and AP2 standardize how an agent pays; layers like firmly Connect standardize how a merchant gets paid through channels it doesn't control. Escrow and reputation systems then anchor trust between the two.