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Firmly Agentic Commerce
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Introduction

One API. Every merchant. Your surface — chat, search, app, ad unit, or branded page — becomes a place where users discover, compare, and buy real products from real merchants, with no per-store integration on your side.

​​ Choose your path

I'm a Destination → AI agents, publishers, ad platforms, marketplaces, brands. Integrate the API so your users discover, cart, and buy across every Firmly merchant — get a sandbox App ID and run a purchase end-to-end. I'm a Merchant → Sell your catalog across every Firmly-powered surface — most stores need little or no code. Sign up on Firmly Connect and walk the onboarding wizard.

​​ How it works

How Firmly fits: the buyer shops on the destination’s surface; the destination calls Firmly’s APIs for discovery, cart, payment, and order; Firmly places the order on the merchant’s platform; the merchant remains the seller of record

The destination owns the user-facing experience — chat, voice, wallet UI, app surface. Firmly owns the commerce work — discovery across merchants, cart orchestration, payment, order placement, and affiliate attribution; tax and shipping are calculated by the merchant and relayed through the cart. The merchant remains the seller; orders land in their existing order management system.

​​ What you can build

  • Agentic Commerce — AI agents shop, compare, and check out on behalf of users.
  • Publisher Commerce — Buy inside the article — transactional commerce in editorial surfaces.
  • Ad Commerce — Shoppable ad surfaces with in-ad checkout.
  • Marketplace — Search across many merchants in one branded surface; single-merchant checkout.
  • Branded Commerce — A brand’s own surface, white-labeled on Firmly’s commerce backend.

See Solutions for the full comparison, or Destinations for the destination categories.

​​ Platform capabilities

  • 1-Step Checkout — complete orders in a single API call
  • Full Cart API — multi-step cart with shipments, addons, promotions, and multiple payment methods
  • Multi-protocol — UCP, MCP, ACP, and direct REST
  • Multi-platform adapters — the major commerce platforms and custom platforms (see supported platforms)
  • Express payment surface — card via JWE, Google Pay, PayPal Express, Click to Pay, Klarna BNPL
  • Affiliate attribution — built-in, deterministic relay back to the destination