firmly Raises $15 Million Series A and Launches Ask Agent to Help Merchants More Easily Adopt Agentic Commerce

firmly, an agentic commerce platform, raised $15 million in Series A funding led by Squarepoint Capital with participation from J.P. Morgan Payments, Mastercard, and Samsung NEXT. The company launched Ask Agent, a conversational shopping experience for merchant websites featuring AI-powered product discovery, real-time inventory, and in-chat checkout. Early deployments show conversion rate improvements up to 18% and AOV increases up to 23%.