Firmly has launched Firmly Connect, the first no-code onboarding platform that allows merchants to become agentic commerce-ready within hours. The solution enables merchants to directly connect to any AI shopping agent, platform, or agentic marketing channel without deploying any code, eliminating months of engineering work and high integration costs.
The agentic commerce economy is projected to reach $3–5 trillion within the next five years. However, traditional integrations have created significant barriers, often requiring 12–18 team members and costing $250,000–$500,000 per channel. Firmly Connect removes these obstacles by autonomously integrating with merchants’ existing websites and commerce infrastructure while giving merchants full control over pricing, inventory, and distribution.
Merchants verify their business credentials, select target channels, and publish their product catalog through a simple interface. The platform automatically handles integration, runs testing, and validates connectivity. At the core is the Firmly Agent Control Center, which provides a centralized dashboard to manage which agents and channels merchants sell through, control product visibility, and monitor transactions across AI shopping agents, marketplaces, publishers, and emerging commerce environments.
Firmly Connect is built on three foundational capabilities:
Protocol Abstraction allows merchants to participate across multiple emerging protocols—including MCP, AP2, ACP, UCP, A2A, and KYA—without rebuilding integrations for each ecosystem.
Horizontal Infrastructure Layer operates above existing commerce platforms, enabling merchants to connect once and distribute everywhere.
Merchant-of-Record Model ensures merchants retain full ownership of their brand, customer relationships, first-party data, pricing, and inventory.
Firmly announced a partnership with Aurus, making Aurus the first omni-commerce gateway with native agentic commerce capabilities. Enterprise retailers using Aurus can now activate AI-driven commerce channels without additional infrastructure changes while preserving their existing payment orchestration, checkout flows, and merchant-of-record status.
“Agentic commerce will represent one of the most important shifts we’ve seen in digital retail—opening up entirely new demand channels through AI agents, and emerging vertical shopping apps. The challenge has always been how complex and resource-intensive it is to integrate any new individual channel,” said Kevin Lenau, president, Backcountry family of brands. “With Firmly, that barrier disappeared. Backcountry and CSC can now easily connect their brands to these new channels, with zero engineering resources or reworking our infrastructure. I did not believe the zero engineering to launch but they proved this true. This is a major step forward in unlocking the full potential of agentic commerce at scale.”
“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.”
“Agentic commerce is an exciting and evolving space for retailers,” said Rahul Mutha, CEO at Aurus. “Through our partnership with Firmly, we’re able to deliver 3 things. First, we are able to keep all the existing digital commerce complex use cases and tender matrix intact. Second, we are able to bring the agentic commerce experience in matter of weeks not months. Third give the retailers a learning experience of Agentic commerce without reprioritizing other internal projects.”
About Firmly
Firmly is the Agentic Commerce Platform that enables consumers to shop at the moment of inspiration. Its revolutionary technology powers seamless commerce experiences across every digital touchpoint, serving as the connecting tissue between channels (social platforms, CTV, publishers, marketplaces and AI chatbots) and merchants, without the need for complex integrations. With a single connection, Firmly connects any merchant to any channel, allowing merchants to reach new customers with zero engineering effort while remaining the merchant of record. Founded by e-commerce innovators, Firmly is headquartered in Seattle, WA.
About Aurus, Inc
Aurus, headquartered in Boston, MA, is a global payments technology company that helps retailers simplify and scale their payment ecosystems across channels, regions, and processors. With a unified, device- and processor-agnostic platform, Aurus enables merchants to maintain control and flexibility while delivering secure, reliable, and future-ready commerce experiences.
TechIntelPro empowers B2B technology decision-makers with the latest industry trends, deep insights, leadership perspectives and actionable intelligence to drive both organizational and professional milestones—and thrive on the tech pulse.