Firmly, a leader in agentic commerce, launched Firmly Connect on Tuesday as a no-code onboarding platform designed to autonomously integrate with merchants’ existing websites and commerce infrastructure. The solution aims to simplify the process for merchants to sell through new agentic marketing channels by creating direct connections between agents and merchants. This approach eliminates the need for months of engineering work, complex data restructuring, and cross-team coordination previously required for such integrations.
Simplifying Agentic Commerce Integration
Firmly Connect’s no-code onboarding allows merchants to verify business credentials, select sales channels, and publish product catalogs while retaining control over pricing, inventory, and distribution. The platform features the firmly Agent Control Center, a centralized interface for managing agent and channel relationships.
Traditional integrations for agentic commerce typically require three to 12 months, involve 12–18 team members, and cost between $250,000 and $500,000 per channel. Firmly Connect reduces this to approximately 45 minutes of merchant time, lowering integration costs by an estimated 95%. The platform autonomously integrates with merchant systems and conducts automated testing to validate connections without requiring engineering effort.
Platform Capabilities and Strategic Partnership
“Agentic commerce is rapidly emerging as the next major distribution channel for online retail, but integration complexity has slowed adoption,” said Kumar Senthil, Co-Founder and CEO of firmly. “We built Firmly Connect so merchants can become agentic-ready in hours, without writing a single line of code, and reach every AI commerce channel through a single integration.”
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The firmly platform leverages three core capabilities: Protocol Abstraction, which supports emerging protocols like MCP, AP2, ACP, UCP, A2A, and KYA; a Horizontal Infrastructure Layer operating above existing commerce platforms; and a Merchant-of-Record Model preserving brand control, customer relationships, and first-party data.
Firmly also announced a partnership with Aurus, an enterprise omni-commerce payment platform serving retailers in over 25 countries. Aurus becomes the first omni-commerce gateway with native agentic commerce capabilities, enabling its customers to activate AI-driven commerce channels without additional infrastructure changes while maintaining their merchant-of-record status.
Company Background and Vision
Firmly was founded by ecommerce veterans and the creators of LoopPay, acquired by Samsung to power Samsung Pay. The company brings expertise in global payment infrastructure to the agentic commerce ecosystem. “With firmly, that barrier disappeared.
