Firmly raised $15 million Series A to connect merchants with AI shopping channels
Firmly, a Seattle startup, raised $15 million in a Series A led by Squarepoint Capital, the release said. J.P. Morgan Payments, Mastercard and Samsung Next joined as strategic investors. The release also says the platform can already reach more than 11 million merchants representing more than $900 billion in gross merchandise volume.
NoteFor card networks and banks, the investor list shows which payment players want a path into AI shopping. Mastercard had already named firmly a partner for its Agent Connect in September.
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