Squarepoint Capital Leads $15M Series A for Agentic Commerce Platform Firmly, With JPMorgan and Mastercard as Strategic Backers
Squarepoint Capital Leads $15M Series A for Agentic Commerce Platform Firmly, With JPMorgan and Mastercard as Strategic Backers #
Seattle-based firmly, a no-code agentic commerce startup that lets merchants sell through AI shopping assistants, closed a $15 million Series A funding round on November 5. Squarepoint Capital led the round, with participation from J.P. Morgan Payments, Mastercard, Samsung NEXT, Alumni Ventures, ARK Invest, Benhamou Global Ventures, and several other investors. The raise brings firmly’s total funding to roughly $20 million.
The company’s core product, firmly Connect, is an infrastructure layer that lets merchants push their catalogs, live pricing, inventory data, and checkout flows into AI-driven shopping channels, including AI agents, social commerce platforms, shoppable advertising, and digital marketplaces, without engineering resources. The platform connects to more than 11 million merchants collectively representing over $900 billion in gross merchandise volume, according to the company.
Co-founder and CEO Kumar Senthil said the fundraise addresses a structural problem merchants face as AI creates new sales surfaces. “AI is quickly creating new storefronts for commerce, but merchants cannot build a new integration every time one emerges,” he said, adding that firmly’s goal is to let merchants sell across any channel with no engineering effort.
Mastercard is both a financial investor and a commercial partner. The payments company named firmly a partner in September when it launched Agent Connect, a single-integration product that links merchants, AI agents, digital platforms, and payment providers. Firmly’s role in that offering is to supply merchant catalog and cart capabilities, and Mastercard is actively recruiting merchants to the service.
Alongside the funding announcement, firmly unveiled Ask Agent, a conversational shopping tool that merchants can embed on their websites with a single line of JavaScript. It combines natural-language product discovery against a live catalog with in-chat checkout and customer support, letting shoppers browse and buy without leaving the merchant’s site.
Firmly charges merchants between $2,000 and $15,000 per month based on merchandise volume. Senthil said onboarding time has dropped from four to six weeks in 2024 to roughly one week in 2025 to a single day or less today. The company plans to use the new capital to expand firmly Connect to more merchants and additional commerce destinations globally.
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