Commerce infrastructure company firmly has unveiled its new “Buy Now” platform, to serve the emerging world of AI-driven and agentic commerce.
firmly launches platform for Agentic Commerce
The launch positions firmly as a key enabler in what many are calling the age of agentic commerce—where purchases occur seamlessly across chatbots, social media, connected TV, and publisher environments.
As consumer behaviour shifts towards instant, context-driven purchasing experiences, merchants face growing technical and operational complexity.
Multiple commerce protocols, evolving standards, and fragmented integrations have created friction for businesses seeking to sell across diverse digital channels.
firmly’s Buy Now platform aims to eliminate that fragmentation, allowing any merchant to make their products shoppable anywhere, with zero engineering effort.
A Unified Infrastructure for the Agentic Economy
“The rise of AI-driven and embedded commerce has created massive complexity for merchants,” said Scott Hendrickson, Chief Revenue Officer at firmly.
“firmly solves this with a single, unified ‘Buy Now’ stack that bridges merchants, agents, and platforms through a secure, standardised interface.
AI agents and humans are ready to transact within digital platforms, and firmly ensures they can do so safely and seamlessly at scale.”
At its core, the platform acts as a trust and transaction layer for the new ecosystem of AI and agentic commerce.
It handles data ingestion, structuring, and alignment across a rapidly expanding set of protocols—including the Model Context Protocol (MCP), APP/AP2, and KYA—so merchants can focus on commerce rather than technical maintenance.
“Protocols are evolving rapidly, and merchants can’t afford to chase every new standard,” said Kumar Senthil, Co-Founder and CEO of firmly.
“We abstract that complexity, providing a trusted foundation for safe, scalable agentic commerce—so merchants can focus on growth, not integrations.”
Redefining Commerce in an AI-First World
By creating a standardised commerce layer that connects merchants, digital platforms, and autonomous agents, firmly is tackling one of the most significant challenges in the payments and retail landscape: interoperability.
As AI agents become active participants in consumer transactions, the need for security, verifiability, and transparency becomes paramount.
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