Firmly raises $15 million to sell through AI shopping agents

Firmly says a shop connects to its Connect product once, and its products, stock and checkout then reach every sales channel, while the shop stays the legal seller on each order (the merchant of record). The money goes on more merchants and more destinations, Firmly says, from shoppable ad platforms (ads you can buy from) and social networks to marketplaces and AI agents. It claims access to more than 11 million merchants.

The company also launched Ask Agent, a chat box for a merchant’s own site where a shopper can go from a first question to a paid order. In its release as carried by Banking 4.0, Firmly reports order values up to 23% higher and conversion gains of up to 18% from early deployments. Those are its own figures, and the release cites Adobe’s forecast of 130% annual growth in AI-driven traffic to US retail sites this holiday season.

Firmly says Connect carries a merchant’s catalogue and product pages to each channel, so their images travel too. On our product photography page, Photoroom Max lists its Shopify integration at $34.99 a month, our 6 November check.

Firmly’s pitch replaces many integrations with one, so every assistant a merchant reaches then depends on a single vendor’s link.