MA · News · 20261107N

Agentic Commerce Partnership

Mastercard Inc · 2026-11-07 · Importance 31 · Surprise 42

Mastercard joined a $15 million Series A round for Seattle-area startup Firmly, which enables online retailers to sell through AI shopping assistants. Mastercard is also a commercial partner as Firmly develops its agentic commerce platform. The technology connects retailers’ existing online stores to AI assistants and marketplaces, enabling purchases within third-party apps while retailers retain control over payments and customer relationships.

Key facts

• Mastercard participated in Firmly’s $15 million Series A round and is a commercial partner to the startup. source
• Mastercard became a payments partner for Firmly as it develops AI-powered shopping agents for retailers and consumers. source
• Mastercard joined a $15 million Series A round for AI shopping agent firm Firmly. source