firmly, a Seattle startup that connects merchants’ catalogs and checkout to marketplaces, AI agents, and shoppable ads without any coding on the merchant’s side, raised a $15 million Series A led by Squarepoint Capital, bringing its total funding to about $20 million. firmly builds the integration to each merchant’s existing store itself, so merchants stay the merchant of record and keep their own payment provider and customer data. firmly also launched Ask Agent, a chat shopping assistant merchants can add to their own sites with one line of JavaScript, which recommends products from live catalog, price, and inventory data and lets shoppers check out without leaving the conversation.
